MAKE has produced a new commercial spot for a Fruit Riot x Sour Patch Kids collaboration, partnering with Mondelez and Beyond Better Foods to merge the two brands into a unified campaign.

The commercial brings together the distinct identities of Fruit Riot and Sour Patch Kids, combining their shared sour-forward positioning into a single concept designed to feel cohesive and interconnected on screen.

MAKE, which has an ongoing relationship with Mondelez and prior experience across Sour Patch Kids campaigns, was tasked with bridging the established Sour Patch Kids aesthetic with Fruit Riot’s emerging brand identity while ensuring both remained clearly represented.

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

The concept followed the product; Fruit Riot, gone sour through the Sour Patch Kids collaboration. That idea drove the spot, 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, overseeing creative development, production, and post-production to deliver a cohesive final spot that integrates both brands together on screen. The creative studio focuses on short-form visual content, emphasizing tightly constructed storytelling and design-driven execution across commercial and branded work.

Source: MAKE