Two sour icons, one bite that takes you straight to the tropics

MAKE partnered with Mondelez and Beyond Better Foods to bring the Fruit Riot x Sour Patch Kids collaboration to life, merging two vibrant brand identities into one seamless spot. Two sour icons, one bite that takes you straight to the tropics.

With an ongoing relationship with Mondelez and a history across Sour Patch Kids campaigns, MAKE was brought in as a trusted partner to bridge the SPK aesthetic with Fruit Riot’s emerging identity. The goal: make both brands feel fully present and truly intertwined.

“Fruit Riot and Sour Patch Kids each have their own identity, but there’s a shared energy there. This was about finding the overlap and leaning into it. Everything clicked when we tapped into that,” said Oren Robashkin, Executive Producer.

The concept followed the product. Fruit Riot, gone sour through the Sour Patch Kids collaboration. That idea drove everything, blending SPK’s bold, playful chaos and “first they’re sour, then they’re sweet” energy with Fruit Riot’s vibrant, fresh tone. The result is a cohesive, expressive spot that feels natural and undeniably fun.

MAKE handled the project end-to-end, from creative through production and post, delivering a cohesive campaign that brings both brands together on screen.