Sour patch kids

We received a complaint from a parent concerned that the ad for sour patch kids lollies in which a boy falls off his bike is advertising of unhealthy food to children. In the ad, a bear lolly comes to life and the voiceover says “first they’re sour” and then after the bear offers the boy a band aid, the voiceover says “then they’re sweet”. Mondelez responded that it was a sophisticated prank paired with an equally sophisticated sour/sweet tagline. The Advertising Standards Board said that the theme would have general appeal and not appeal specifically to children under 12. The Board dismissed the ad saying it was not directed primarily to children.

Advertising Standards Board complaint 0375/15
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