Candy on chicken wings. Yes, really.

Wingstop and Sour Patch Kids just announced a Halloween wing. A sour then sweet redberry glaze, with little Sour Patch Kids bits sprinkled on top. On chicken.

My first reaction was probably the same as yours. My second one was: well played.

Their CEO opens the announcement with "Candy on wings? We know exactly what you're thinking." That one line does more marketing than the rest of the page. They know half of you will say "gross". They are counting on it. "Gross" gets shared. "Nice new flavour" doesn't.

It runs for about two weeks in the US, 27 October to 5 November, and app members get it a few days earlier. Short window, weird product, built-in conversation. Nobody has to like it for it to work. People just have to talk about it, and maybe order one to prove a point.

The whole thing is on PR Newswire if you want the full mischief: https://www.prnewswire.com/news-releases/wingstop-and-sour-patch-kids-brand-dare-fans-to-try-halloweens-most-unhinged-flavor-sour-patch-kids-wicked-punch-302906113.html

Most small brands are scared of exactly this. One odd idea, one week, a few people saying "what on earth". So they play it safe and post another 10% off.

Safe is fine. Safe is also invisible.

I'm not saying put candy on your invoices. Pick one small thing this month that makes people go "wait, what?" and watch who starts talking. Worst case, a few people think you're a bit strange. You'll survive. 😄