INTRODUCTION
SOUR PATCH KIDS partnered with Dexerto and Everything Ahead to bring its iconic “First they’re sour, then they’re sweet” tagline to life inside gaming culture. The goal was to reimagine brand storytelling for Twitch turning a passive slogan into a live, audience-driven experience.
The brief
Gaming audiences are notoriously dismissive of brand activity. SOUR PATCH KIDS needed a way to integrate authentically into live streams without losing viewers. The idea had to be culturally fluent, creator-led, and powered by real interaction rather than forced product placement.
Our Approach
Together with Dexerto, we built Sweet vs. Sour Live using LayerCast, Everything Ahead’s interactive overlay system.
During creator-hosted streams, viewers voted live to flip the mood of the broadcast switching between “sweet” (fun, upbeat challenges) and “sour” (chaotic, mischievous twists).
Every vote triggered instant visual and gameplay changes, filters, music, lighting, even on-screen penalties all controlled by the audience in real time. Dexerto amplified the activation through its editorial channels, social amplification, and influencer network, ensuring the format reached mainstream gaming culture.
services used
Live Streaming
2D Gamified Design
Creative Strategy
Results
- 1.2M+ audience interactions across Twitch.
- Zero audience drop-off at branded moments retention matched or exceeded baseline.
- 3× higher dwell time versus control streams.
- Top-tier creator participation delivered authentic integration and mass reach across gaming audiences.
The collaboration redefined how brands can live inside creator content. Sweet vs. Sour Live showed that when culture drives the mechanic and not the marketing viewers don’t resist the brand; they become part of it.
Related Work
Phone Number
+4402030484377
Address
49 Featherstone Street, EC1Y 8SY, London,UK
