What it had to solve
Make Sour Patch Kids the candy trick-or-treaters actually want on Halloween, and outdo the big-decoration trend.
The idea
Build a decoration that does a job: a giant inflatable kid that points straight at the houses handing out the good sour candy.
How it works
Sour Patch Kids secretly stocked select homes with over 20,000 bags and marked them with 'The Very Big Kid', a 15-foot inflatable created by DAVID Miami. The brand did not say where the houses were.
What it did
LBB reports no outcome figures; the stunt is the 20,000-bag giveaway across hidden homes.
Background
LBBOnline reports that Mondelez's Sour Patch Kids ran a Halloween stunt from DAVID Miami built on a simple fear: ending the night with candy you do not like. The brand secretly stocked select homes with over 20,000 bags of its sour-then-sweet candy and marked them with a clue no one can miss.
The clue is The Very Big Kid, a 15-foot inflatable that points directly at the houses giving out the good stuff. It is meant to be bigger than the viral 12-foot skeleton that took over lawns and TikTok feeds, and it directs rather than just decorates.
Mondelez brand manager Gabi Stone says Halloween has become an arms race of decorations but what matters is great candy. DAVID Miami's chief creative officer Edgard Gianesi puts it as: the sweet part is that the Very Big Kid is out there, the sour part is that nobody says where.
Why it lands
It plays off a trend everyone already knew, the giant viral Halloween skeleton.
The inflatable works as a signpost, so the prop has a reason to exist.
Hiding the locations turns the street into a treasure hunt.
What you can take
Beat a trend by making the oversized prop useful, so the thing people notice also leads them to the product.
Since then
LBB's October 2025 piece gives no results or locations for the Very Big Kid stunt.
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