A campus sampling and social content program introducing college students to Sour Punch's hero products and newest innovations across gummies, filled straws, and bites.
Overview
American Licorice Co partnered with EvolveZ to introduce college students to Sour Punch, a candy brand they knew from childhood, and to drive trial of its newest innovations across gummies, filled straws, and bites.
EvolveZ deployed 52 Ambassadors across 46 campuses nationwide. Ambassadors distributed a mix of 600 to 900 product samples each through high-traffic campus tabling events and intimate student organization product drops, creating direct trial opportunities across Greek organizations, student clubs, and residence life events.
Alongside sampling, Ambassadors posted on TikTok and Instagram with Sour Punch baked into real Gen Z moments: taste tests, flavor rankings, late-night study snacks, and hangouts with friends. The program generated 624 posts across both platforms, all created to feel like a natural fit with each Ambassador's existing voice.
The impact wasn't limited to campuses. Sour Punch also reposted several top-performing Ambassador pieces on its own social channels, turning campus activations into a steady stream of organic content for the brand's broader social presence.
EvolveZ managed the full program lifecycle: Ambassador recruitment and vetting, brand training and onboarding, campus logistics, content review, and weekly performance reporting through the EvolveZ dashboard and CreatorIQ.
The Program in Action
Attribution Data
Nearly 2x the industry benchmark for sponsored Gen Z social posts, driven by authentic creator voices and content that fit each platform.
29% of sampled students had never tried Sour Punch before. Another 51% had only tried it a handful of times. The program reached people who weren't already super-fans and helped move them toward becoming one.
Of students who received a free sample, 78.3% reported they were "much more likely" to purchase Sour Punch going forward.
Well above typical CPG post-sampling opt-in rates, giving Sour Punch a qualified audience they can retarget with paid and organic campaigns.
We work with CPG brands. Submit a request & our CEO, Michael Spitalieri, will turn around a proposal for your program outlining capabilities, deliverables, and pricing.