Beginning in March 2021, I was in charge of copy duties for Sour Patch Kids’ Direct to Consumer (DTC) email campaigns. Heavily focused on conversion and driving people to customize Sour Patch Kids boxes, the biggest challenge was balancing sales goals without sacrificing the brand’s mischievous personality. SPK allowed me to flex my humorous side with one liners and playful jabs. More often than not, the KIDS approved…