Sour Patch Kids Helps Gen Z Decode Corporate Jargon

You know we’re lowkey doomed when a candy brand is teaching the next generation corporate jargon.

Because nothing says professional like… Sour Patch Kids?

We all know the brand's iconic slogan, 'First they’re sour; then they’re sweet.'

Now, the Sour Patch Kids brand has developed a digital tool that helps Gen Z decipher the real meaning behind candy-coated, pas-ag work emails.

You know, the ones that seem nice enough but also feel like a compliment from Regina George.

Yeah, we know what you meant by 'per my last email,' Karen. Thank you very much.

The campaign is a clever play on the brand's slogan, delivering a 'Sour Then Sweet' strategy that aims to help Gen-Z consumers entering the work force for the very first time.

We all know the feeling. You're about to take the leap into your newfound career, but with a deep-set feeling of existential dread. Because let’s face it, corporate is scary. The tight suits, the painful art of office small-talk, and of course the confusing jargon.

Like, WTF is 'Blue Sky Thinking' and why can’t we just say innovative ideas?

It’s a whole new culture and language.

And it's one that Gen Z in particular struggles with. According to a Resume Builder survey of more than 1,000 managers and business leaders, 74% of respondents said members of the cohort are 'more difficult to work with than other generations.'

Gen Z is also less likely to get hired.

The New York Post reports that one in five employers said recent college graduates came to interviews unprepared. Issues with making eye contact, dressing for the job, and asking for unrealistic salaries topped the list of complaints.

In fact, nearly 40% of respondents said they were more likely to hire an older candidate due to Gen Z’s behaviour in interviews.

TikTok trends like 'lazy girl jobs' and 'quiet quitting' further enforce the stereotype that Gen Z either don’t know how to work, or simply don’t want to.

The general consensus is that they lack the professionalism and polish needed in the corporate world. But fear not, because Sour Patch Kids is here to save the day (and future workforce.)

So, how does the campaign work?

Users can visit SourTranslator.com to input a typical corporate message. Then, the translator spits out a 'sour' translation and a 'sweet' offer for Sour Patch candy.

For example, I typed in the classic phrase 'Looking forward to hearing from you!' and received the decoded message 'Talk to me!'By using this tool, customers can unlock special offers and discounts for Sour Patch Kids products.

This campaign is the latest in a long list of gamified experiences that brands are using to engage with younger consumers.

However, the Sour Translator campaign takes it a notch deeper with relevance to the real issues and fears of their Gen Z customers.

By tying product engagement to relatable, real-world issues, brands can foster deeper connections with their audience while staying relevant.

The fact that Sour Patch Kids uses a playful, tongue-in-cheek tone helps disarm an audience that is already riddled with anxiety. And, if you can do the same, this will make your brand more approachable and aligned with your audience mindset.

Will Sour Patch Kids be enough to save Gen Z? Only time will tell.

-Sophie, Writer