American Licorice is an American confectionery company that makes chewy sweet and sour treats. They’ve had some success in the past with a limited experiential marketing spring break campaign for the past several years, but were looking to take this to the next level in order to achieve a greater reach of their younger target audience. With a wealth of consumer research in our back pockets, we developed a range of experiential marketing concepts for American Licorice that all had a grass roots element in order to better connect with the target market. The chosen direction was an obstacle course tour called the Sour Punch, Dodge & Jump Games. Our inspiration came from television shows like Wipeout! and American Ninja, where contestants pit their physical skills against customized obstacles. We incorporated their branding into the actual games with names like the Blue Raspberry Wall Climb and Ball Pit, the Sour Bite Roll, Toss Your Fruit and the Sour Hole Dive. The final course was custom built out of inflatables and other materials that could be easily transported from one tour stop to the next. The Sour Punch, Dodge & Jump Games made a very successful debut at Spring Break in Panama City Beach in March, and then travelled on to a series of electronic dance music events throughout the summer and fall such as Electric Daisy Carnival and Nocturnal Festival. The consumer engagement with this younger target audience is already making a positive impact for the brand.