Streaming platform Twitch teamed up with beverage, candy and food giant Mondelēz International on a limited-edition custom mix of Sour Patch Kids candy featuring popular Twitch creator TimTheTatman.
The collaboration, put in place with agency Spark Foundry, marks the largest initiative to date between Sour Patch Kids and Twitch, the largest Twitch campaign of any Mondelēz International brand to date and the first time a Twitch creator will be featured on custom candy packaging.
The limited-edition custom mix went on sale Wednesday via the Sour Patch Kids online store, and TimTheTatman will showcase the product during a livestream on his Twitch channel Thursday (July 1) at 5 p.m.
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