Video: New TV campaign and toffee apple flavour for Sourz

The company said it hopes the activity will help drive a stronger emotional connection with consumers.

Under the slogan “This is our Shot” a new TV ad will be the focal point of the campaign and will be on air from now until the end of the year.

“The campaign sees the brand focusing on the most popular way that Sourz is consumed, but also embodying the ‘YOLO’ (you only live once) and ‘FOMO’ (fear of missing out) beliefs of the target consumer,” said marketing controller, Emma Heath.

A new partnership with the music video website VEVO has also been announced as part of the drive, which will consist of sponsored playlists, competitions and giveaways.

The company also announced the launch of a new limited edition Sourz for the winter, Sourz Toffee Apple, which will “hit the trade soon.”

“It’s been another great year for Sourz with our summer MTV partnership, the launch of Sourz Mango and the launch of our new limited edition Sourz Toffee Apple,” said Heath.

“This end of year through-the-line push will ensure we remain front of mind for consumers in the all-important winter party season.”

Sourz Mango was launched earlier this summer, the first new permanent flavour to join the range in two years.