In a bold and playful move, Wild Thingz, the rebellious new gummy brand for kids, has unveiled its latest marketing campaign: “hiring” kids to lead its social media & marketing activities.
At Wild Thingz HQ, these mini ‘executives’ are hard at work raising awareness of the new brand. Images released show a pint-sized team dressed in bright boilersuits hard at work in the “office” — brainstorming wild flavours, testing gummy recipes, and hammering away on laptops (probably Googling the best sweet combinations).
Bringing kids into the creative process aligns with Wild Thingz’ rebellious spirit. Who better to catch the attention of parents, than kids who know parents best? The brand’s research with YouGov revealed that 64% of parents are hesitant to buy sweets due to concerns over sugar and additives. Wild Thingz hopes to turn “Reluctants” into happy treat-givers by offering sweets that tick all the boxes.
Kids bring unfiltered imagination, bold ideas, and a sense of adventure that perfectly matches the brand’s mission to break free from boring, artificial sweets. Organic, lower sugar sweets don’t have to be serious — they can be fun, wild, and downright delicious.
The catch? While this tongue-in-cheek campaign might have parents raising an eyebrow, Wild Thingz wants to make one thing crystal clear: no actual children have been hired. It’s all part of the brand’s mission to tap into what kids really want from sweets while reassuring parents with healthier options.
“We wanted to bring some fun to the world of sweets while highlighting that we’re all about creating treats kids actually enjoy,” says Fliss Newland, founder of Wild Thingz and former confectionery industry leader at Mondelez. “This campaign is a playful representation of that ethos — while keeping it firmly in the realm of imagination.”
Wild Thingz is rewriting the rules of confectionery with its playful gummies, free from artificial ingredients and containing half the sugar of traditional sweets. Available nationwide on Amazon and TikTok Shop, these treats are designed to delight kids while easing parents’ concerns about health and nutrition.
The brand’s range includes wacky, wild flavours and shapes that capture kids’ imaginations:
- Zesty Pests: Tangy Lemon Maggots and Cherry Spiders for a citrus punch.
- Fruity Flyers: Red Apple Butterflies and Blackcurrant Ladybirds bring fruity fun.
- Gummy Grubs: Cola Snails and other wild flavours make snack time an adventure.
The playful marketing stunt shines a light on Wild Thingz’ mission to bridge the gap between what kids crave and what parents feel comfortable giving them. “We know parents are often stuck in a dilemma,” Newland explains. “That’s why we created sweets that don’t compromise — they’re organic, plant-based, gluten-free, and made without any artificial ingredients.”
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Joseph Clarke
Editor, International Confectionery
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