The candy prince of pranks puts its sour ways aside in honor of the second April Fools’ Day spent in a pandemic.
Sour Patch Kids is treating TikTok users to some sweet prizes in a new campaign to commemorate the simple pleasure of a good prank. The brand will gift 25 TikTok users who post videos of their pranks for April Fools’ Day $1000 and 100 users with free candy. Though the day often implies tricks over treats, the brand is debuting its “Sour Patch Prank Fund” in an effort to gain traction on TikTok. In addition to the video contest, Sour Patch Kids is working with a crew of prank professionals including @TheCrazyGorilla, @VirziTriplets, @SometimesMamaYells, some of whom tout almost one million followers on the platform.
The contest is age-gated for safety, but could still appeal to TikTok’s young user base, in addition to Sour Patch Kids’ almost one million followers of its own. “Sour Patch Prank Fund” pulls elements from the Sour Patch Kids signature “sour, then sweet” appeal, but it also marks the brand’s ability to read the room as the pandemic continues to swallow up more months of 2021.