before+the+moment+goes+sourSour Punch Bites 2023
AD: Matt Ransone
The Brief:Choose from Sour Punch, Almond Joy, Mini Starburst, or Now and Later, and create 3, 15-second video spots. Choose a dialogue, voiceover, or visually driven approach that uses original content.
The :ProcessThe first step was choosing what brand to go with. After researching the brands above and watching any commercial material they had, we decided to go with Sour Punch. In my opinion this was the smartest choice to make, as mini starbursts and almond joy had long commercial histories. I didn’t feel any inspiration for Now and Later, and frankly I’m not a fan of taffy.
So, Sour Punch… Twists? Straws? Bites?
Bites ultimately beat out the competition. We wanted something that had minimal mess and easy packaging. Sour Punch Straws can be a little too involved with their loud packaging and long, sugar-coated candy strands. After deciding on the type of Sour Punch, we spit-balled some ideas and began the storyboarding process. I had to think about what Sour Punch Bites brought to the table that other candy didn’t- they’re not very messy or sticky, and they’re small enough to be a quick pick-me-up. There’s other candy that can do that sure, but unfortunately for them they don’t have a clever name to use. So, eat Sour Punch Bites before the moment goes sour with all that other gooey, chocolatey mess they call candy.