Maynards Sour Patch Kids made their TV debut this week as part of a £2.6m UK media investment for the brand this year, which also includes digital, outdoor and cinema activity. The 20-second ad shows a cyclist colliding with a picture of a bridge, which has been put in the road by a Sour Patch Kid. He then offers the cyclist a plaster – symbolising the brand’s “sour then sweet” taste.

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