Allen’s Sour Mix

Radio Station: Breeze & Rebel FM

Date of Activation: February 2026

Overview

In January, Allen’s officially launched the NEW Sour Mix bag, bringing a bold sour twist to some of Australia’s most iconic lolly shapes. Following outreach from Rachael Cleary (Omnicom), Breeze and Rebel FM confirmed interest in supporting the launch with on-air coverage and radio giveaways.

Product samples were supplied to the Rebel FM breakfast team, with additional stock provided to support promotional activity and listener competitions.

The campaign centred around driving awareness of the new Sour Mix range while creating fun, personality-led content that amplified the product’s bold flavour hit and vibrant appeal.

The messaging aligned with the official launch narrative:

  • “Awaken your taste buds”
  • “Sour power hit”
  • A sensory, zingy twist on iconic Allen’s favourites

Inclusions

The campaign included:

  • On-air breakfast team integration announcing the NEW Sour Mix launch
  • Radio giveaways using supplied product samples
  • Personality-driven video content showcasing genuine sour reactions
  • Social ready vertical video edits for Facebook and Instagram
  • Cross promotion across radio and digital platforms
  • Retail callouts promoting availability at Woolworths, petrol & convenience stores

Campagin Summary

The Allen’s Sour Mix campaign successfully leveraged radio personality endorsement, product sampling and engaging video content to amplify a national product launch at a local market level.

By combining authentic reactions, playful storytelling and strong retail messaging, the campaign delivered impactful awareness while encouraging trial and in-store purchase.
Allen’s Sour Mix was positioned exactly as intended: bold, fun, colourful and packed with sour punch.

Videos

Social Media Graphics