Sour Translator

A playful digital tool that decodes passive-aggressive work emails and reveals their hidden sour meanings with a sweet twist

Klient

Mondelēz International

Biuro

New York

Daily work emails might seem polite at first glance, but are they truly sweet? Just like Sour Patch Kids, every sweet hides a sour side! That’s why we created the ultimate office tool for Gen Z newbies—a translator that reveals the hidden sour meanings behind seemingly sweet work emails.

In today’s workplace, communication is often layered with subtle undertones. Daily work emails can appear polite or professional, but they frequently carry passive-aggressive messages that go unnoticed by less experienced employees. For Gen Z professionals entering the workforce, decoding these sugar-coated phrases can be challenging. Sour Patch Kids saw an opportunity to connect with this audience by creating a fun, relatable solution that aligned with their “sweet and sour” brand identity.

The Sour Translator is a digital tool designed to help users uncover the hidden sour meanings in everyday work emails. Available on desktop or mobile, it acts as a playful interpreter that detects and translates passive-aggressive language into Sour Patch Kids offers.

Using a database of over 1,000 keywords and phrases, the translator analyzes emails and provides cheeky, sour translations alongside exclusive product discounts. For example:

Original Message: "Great discussion, but let’s circle back on this."
Sour Translation: "I’m busy, you’re not. Good luck with that."

This clever tool not only entertained users but also resonated with Gen Z’s love for humor and transparency in the workplace.

Go to sourtranslator.com
Download the desktop plugin or use your mobile device
Translate any office email
Get the sour meaning with a sweet Sour Patch Kids offer

The Sour Translator became an instant hit among Gen Z professionals, generating buzz across social media and major publications. With over 500 responses triggered by its extensive keyword database, the campaign successfully positioned Sour Patch Kids as a brand that understands and supports young professionals navigating the modern workplace.

W skrócie

24K

active users x month

W skrócie

+5.4%

direct unit sales (154% higher than benchmark)

W skrócie

+4.6%

category lift (184% higher than benchmark)

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