Sour Patch Kids, the Sour Then Sweet candy, today announced its collaboration with Grammy award-winning, hip-hop artist Method Man, who stars in the new rap music video for his single, “World Gone Sour (The Lost Kids).”
Through hard-hitting beats and original rhymes, Method Man tells the story of how the lost Sour Patch Kids will take revenge when they go uneaten. The new track, targeting teens and young adults, will also be featured in a Sour Patch Kids video game to be released this winter.
Up until now, the story of the lost Sour Patch Kids has never been told. In “World Gone Sour (The Lost Kids)”, created and produced by Mother New York, Method Man voices the truth of what happens toSour Patch Kids when they are lost and uneaten. The lost kids, who are forced to live their lives between couch cushions or sticky floorboards, grow increasingly sour and eventually take revenge by acting out against those nearest to them. From overturning salt shakers to unfolding prized origami, the music video features lost Sour Patch Kids wreaking havoc around Method Man and his friends.
“We launched the ‘World Gone Sour’ campaign through a hip-hop music video because we believe it’s the perfect vehicle to convey the sneaky and rebellious behavior of our ‘lost kids’,” said Sebastian Genesio, marketing director for Sour Patch. “We are thrilled to have Method Man on board given his artistic talent and his commitment to making this track as authentic as possible.”
Method Man, a hip-hop artist, producer, actor, and member of the Wu-Tang Clan, was a creative force in the lyrical development and execution of the single. While Method Man and Sour Patch Kids may seem an unlikely pairing, they actually have a lot in common. Much like Sour Patch Kids, Method Man has been known to be a bit of a rebel, but he admits that he also has a sweet side.
“I'm excited to be collaborating with Sour Patch Kids and telling the story of how they’ve gone all wrong,” said Method Man. “I love the steps that the brand is taking to keep it real and interesting, the whole campaign, and letting Meth be Meth – brilliant.”
The music video also introduces the plotline for the upcoming Sour Patch Kids video game, “World Gone Sour.” The game, targeting teens and young adults, to be released this winter on multiple gaming consoles, takes place in a stylized world where gamers are shrunken down to the size of a Sour Patch Kid and made to battle insane candy and deranged humans on their quest to fulfilling their destiny – being eaten. Consumers can check on the Sour Patch Kids Facebook page for “World Gone Sour” video game updates and can currently download the mobile game “Sour Fling” available on iPhone®, iPod Touch®, iPad® at the iTunes store.