The initiative encourages followers on Instagram and TikTok to engage in playful disruption, ranging from coordinated jump scares to unexpected pranks. To anchor the campaign, Mondelēz International is rolling out three new candy varieties: Monster Parts in black raspberry, orange, and watermelon; Tricksters, which feature mismatched colors and flavors; and Glow Ups Ghosts, which use turmeric extract to glow under blacklight.

Beyond the candy aisle, the brand is partnering with Wingstop to launch a SOUR PATCH KIDS Wicked Punch glaze. This REDBERRY-flavored sauce, topped with candy bits, will be available on all Wingstop proteins. Club Wingstop members gain early access on October 23, followed by a nationwide launch on October 27 that runs through November 5. According to Lauryn McDonough, senior director of candy at Mondelēz, the goal is to translate the brand’s signature "sour-then-sweet" identity into actionable, playful experiences for consumers throughout the holiday.