Here, Farrah Bezner, marketing director of Halls and Candy at Mondelēz International, shares the four pillars that helped turn the sugary, chewy, Sour Patch Kids into a cultural phenom.
She also talks about the brands work with musicians to create content that is then pushed out on Tumblr and YouTube, and how she evaluates Sour Patch Kids marketing efforts and converts them into sales.
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