For finicky teenage sour tastes, WARHEADS offers a spectrum of sour intensity, starting with the sweetest of sours: WARHEADS Sour Chewy Cubes. Already having a legion of Extreme Sour candy fans, the challenge was to build awareness of the new, sweeter chewy cubes and brand WARHEADS as the sour candy that satisfies even the most discriminating sour tastes.

How did we accomplish this? Everyone has a sweet tooth. Everyone has a sour tooth. Meet the Teeth. Always at odds, we created a series of 12 webisodes featuring their banter inside a paper mache mouth. The Teeth took over the WARHEADS Facebook, Instagram and Twitter accounts, continuing their banter and inviting users to join in their never-ending scuffle. In four weeks alone, daily reach increased 3,354% from before the campaign - all with no paid media and an incredibly small budget.

AWARDS: 2 W3's for integrated social campaign & original content