The brief was to effectively communicate the sole differentiating point of Sour Marbels vis-a-vis other candy brands, its really sour taste.

Because we were talking about a candy which was really sour, even the idea and its execution needed to be equally sour as well as different.After arriving at the idea of creatures spitting out each other in a chain due to the sourness, we decided that illustrating the idea was the only way of doing justice to it.

Immediately after the campaign broke, the brand was talked about a lot. Its different idea and an equally different execution got people asking for it. Sour Marbels changed the equation of confectionary = sweet.In 3 months sales jumped 18%.