The partnership was coordinated by Mondelez’ licensing agency, Brand Central. It comes in a colorful, bold shade range that is inspired by the most popular Sour Patch Kids
“We are so excited to partner with Sour Patch Kids, the perennial candy favorite that represents fun and playfulness,” says Celia Tombalakian, vice president, global marketing, Sally Hansen. “Our limited-edition collection brings to life the vibrant colors of the Sour Patch Kids in our best-selling Insta-Dri formula. The spooky, quick-drying shades arrive just in time for Halloween – the perfect occasion for DIY nails!”
The limited-edition Sally Hansen Insta-Dri X Sour Patch Kids
collection features seven shades:
- R.I.P-urple, a bold purple;
- The Un-red, a blood red;
- Pump-kid, a neon orange;
- Hallogreen, a bright green;
- Ghouls Night Out, a creamy black hue;
- First Sour, Then Sweet, a clear polish featuring white sugar glitter; and
- Boo-lue, a zingy blue.
The line’s special packaging displays the Sour Patch Kids silhouette and logo on the front of the classic Insta-Dri bottle with shade-matched caps.
“The collaboration betweenSour Patch Kids and Sally Hansen is based on a true consumer insight as our Super Fans are already painting their nails the colors of our candy,” says Mili Laddha, associate director, marketing, Sour Patch Kids. “We’re truly excited by the partnership and possibilities.”
Sally Hansen’s new line adds to its collection of candy-themed nail polish. The company announced a line ofJelly Belly-styled line
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