Let’s glow, Blue Jays! 💙⚾️ A sweet, blacklight-ready moment has landed on Blue Jays Way, as Sour Patch Kids ‘Glow Ups’ bring Strawberry–Watermelon vibes to the game-day walkup near Rogers Centre. If you’re heading to the ballpark, keep an eye out for the strawberry-watermelon board—and grab the new flavour to cheer in style. 🍓🍉✨
What’s lighting up Blue Jays Way?
A bold OOH placement that spotlights the new Strawberry–Watermelon Glow Ups—a gummy that glows under blacklight—meeting fans where excitement peaks before and after Blue Jays games.
How do ‘Glow Ups’ actually glow?
They use edible confetti with turmeric extract to create a blacklight-reactive effect, keeping the juicy strawberry–watermelon flavour front and centre while delivering a cheeky, photo-ready glow.
Why Blue Jays Way is a smart media choice
High-density fan flows, natural dwell time, and a clear photo backdrop turn the creative into a social magnet. It’s classic OOH logic: the right message in the right place—plus a glow effect fans want to share.
Does the campaign extend beyond the street?
Yes. In-store displays and a playful AR lens connect the street moment to retail, making it easy to discover, try and post. It’s an end-to-end path from board sighting to basket.
FAQs about this campaign
What exactly are Sour Patch Kids ‘Glow Ups’?
A Strawberry–Watermelon gummy with edible confetti that glows under blacklight—powered by turmeric extract for the glow without affecting flavour.
Where is the Toronto activation?
Along Blue Jays Way near Rogers Centre—ideal for capturing game-day crowds and fan foot traffic.
When did ‘Glow Ups’ launch in Canada?
Late September 2025, with in-store and city activations rolling through the fall.
Is there a digital/AR component?
Yes. A Snapchat filter lets fans scan the candy to simulate the blacklight glow and animate the pack—perfect for social.
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