Glow
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To launch Sour Patch Kids Glow Ups in Canada, a glow-in-the-dark candy, the Raptors and Mondelez turned a Halloween game night into a live product launch moment. Through themed in-arena branding, sampling, fan activations, and limited edition OVO merchandise the program introduced the new candy line in a setting built for energy, discovery, and shared experience.
THE PROBLEM
Sour Patch Kids was struggling to stand out in a category saturated by new product innovations.
THE ASK
Create a domestic launch platform for Sour Patch Kids Glow Ups that could drive awareness, product trial, and cultural relevance during the Halloween season.
CREATIVE INSIGHT
Halloween is the one night where transformation is the whole point - ordinary things become extraordinary versions of themselves. Glow Ups takes that idea literally, turning everyday candy into something that reveals a completely new side of itself in the dark.
THE IDEA
Glow Up Halloween: A Raptors theme night presented by Sour Patch Kids to launch and sample Glow Ups during spooky season.
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The
Results
THE Results
This is the power
of partnerships
