Kraft Digi Touch is a digital vending machine that allows brands to promote their snacks right on the machine’s screen. In this case, a Sour Patch Kid lives up to the brand’s “Sour. Sweet. Gone.” positioning by wreaking havoc with a paint gun then drawing a heart in the paint.

Next, while the first half of the latest Sour Patch Kids commercial plays, users are encouraged to buy the candy.

After the candy is purchased, a Thank-You screen appears with a JagTag that allows users to watch the second half of the commercial on their mobile phones and enters them for a chance to win prizes.

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