Mondelēz International owns some of the biggest candy and gum brands in the world. They are always looking for new ways to market to younger generations and finding new avenues to connect with consumers. Video games rank in the top three expenditures for Millennials and Generation Z, so we saw a natural connection between the different markets.
We helped connect them to a fan-favorite gaming brand, Crash Bandicoot. Activision has revitalized the classic character, easily recognizable by gamers who grew up with him, with new games for a new generation. The opportunity to align Crash Bandicoot’s new game, Crash Team Racing: Nitro-Fueled, with a pair of Mondelēz brands, Sour Patch Kids and Trident Vibes, was a perfect time to collaborate.
The partnership included specially marked packages of Sour Patch Kids, Sour Patch Watermelon, and every flavor of Trident Vibes gum. Each package, featuring Crash Bandicoot branding and art, included a digital code for consumers to input online. Each entered code awarded gamers with exclusive in-game Crash Team Racing kart decorations and entry into a giveaway. Retailer giveaways offered consumers a chance to win a PlayStation 4, copies of Crash Team Racing: Nitro-Fueled, and many more awesome prizes.
The promotion ran for two months in the autumn of 2019 across all major retailers and convenience store chains. Exclusive retailer overlays were included in the promotion and were further supported by social and other online media.