Google, Mondelez to Team Up on Sour Patch Kids Videos

The snacks giant signed a global ad deal with Google as part of its commitment to online video. Mondelez has committed to using 10% of its ad budgets to online video in 2014.

The company issued the following statement in regard to the partnership:

In addition to the advertising commitment, Mondelez International and Google are partnering on content pilots through YouTube’s Brand Partner Program. Together with global youth media company Fullscreen, Mondelez International is piloting this new model of high-quality, low-cost video content featuring influential digital stars with Sour Patch Kids in the U.S. and is evaluating expanding the approach across brands and geographies.

Bonin Bough — Vice President of Global Media and Consumer Engagement — noted that 58% of consumers use digital platforms for their daily media consumption. Mondelez is hoping to increase that percentage with the deal.