Sour Patch Kids are tapping Twitch streamers for a sour-then-sweet game of Rocket League. Four top-watched streamers (Rizzo, Athena, GernaderJake, and JonSandman) are fighting over flavors in Sour Patch Kids’ new campaign where they’ll rally their audiences to vote for their given flavor (peach, grape, strawberry, or watermelon) and have the chance to win a $10K prize. Voters can increase their chances of winning by purchasing their creator-of-choice’s specially flavored Sour Patch box. Each streamer will play a solo round on designated dates over the next several weeks and the games will culminate with a final “Fruit Fight Squad stream” competition where all players will be pitted against each other. Brands are continuing to target Gen Z through gaming and esports, and YPulse research shows gaming and esports are a top type of content that Gen Z watches weekly and our Media Consumption Report data shows 20% of Gen Z are watching via Twitch. (The Drum, Marketing Dive)
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