Long before trick-or-treating became a sugar-fueled tradition, Halloween was all about the tricks. This year, Sour Patch Kids is leaning into the tradition’s chaotic origins with “13 Days of Mischief,” a new campaign centered around social challenges and a sweet-and-sour Wingstop collaboration.
Starting Monday, Oct. 19, the candy brand will launch daily interactive prompts across its social media channels to inspire lighthearted pranks leading up to Halloween night.
“Halloween is about stepping outside the ordinary, and Sour Patch Kids has always brought that spirit to the candy category with unexpected Sour Then Sweet twists,” said Lauryn McDonough, senior director, candy at Mondelēz International. “With 13 Days of Mischief, we’re evolving our mischievous spirit into action by encouraging fans to embrace this most mischievous season of the year.”
The campaign’s biggest twist involves a fast-food crossover. Sour Patch Kids has teamed up with Wingstop to launch a limited-time flavor: Sour Patch Kids Wicked Punch.
Wingstop’s flavor team created the offering, which features a Sour Then Sweet Redberry-flavored glaze topped with Sour Patch Kids Bitz. The glaze will be available on all proteins at participating Wingstop restaurants.
Club Wingstop loyalty members receive early access starting Oct. 23. The flavor opens to the general public Oct. 27 and runs through Nov. 5 at participating locations nationwide.
The 13-day push builds on several seasonal offerings already on store shelves:
- Sour Patch Kids Monster Parts: Monster-inspired shapes in Black Raspberry, Orange, and Watermelon flavors.
- Sour Patch Kids Tricksters: Candies dyed to look like one classic flavor while tasting like another.
- Returning Favorites: Glow Up Ghosts and standard treat-sized variety packs.
