• by Laurie Sullivan , Staff Writer @lauriesullivan, March 14, 2015

Consumers leaving messages on sites like YouTube becomes as important as the content. The Sour Patch kids more sour than sweet message apparently resonates with teenagers, but only so much of that messaging can come direct from brands.

Much more needs to come from consumers, so Mondelez matched-up the message with influencers to collaborate and build out the content. Last year, Mondelez developed content to elaborate on the sour and sweet moments of high school.

The company worked with YouTube talents, producing six heroes and 19 pieces of content. The videos have more than 9 million views. The important point, per Farrah Bezner, marketing director for the Halls and Candy division, is the comments.

Bezner said during the OMMA @SXSW panel that people seeing the videos want more content. The sour patch kida are there to contribute to the humor and not to sell candy.