La Porte, IN – American Licorice Co. is partnering its Sour Punch brand with elite American long jumper and Olympic hopeful Norris Frederick and the Boys & Girls Club of Greater Northwest Indiana.
Frederick, a Boys & Girls Club Alum, helped kick off the event last week with an exclusive video that includes personal stories from Frederick, as well as stories from members of the Boys & Girls Clubs of Greater Northwest Indiana. Sponsored by American Licorice’s Sour Punch Candy brand, which is launching an Embrace Your Punch campaign, the message aims to highlight how the brand and community are promoting self-acceptance through personal stories of trials and triumph, according to the company.
The partnership, the company reports, has a goal of making a positive impact in the lives of both the youth living in Northwest Indiana and beyond. Noting the alarming suicide rates among youth in Indiana, ranking as the nation’s second highest region for teen suicide, the message of embracing differences and starting a conversation about self-love resonates with youth throughout the country, the company maintains.
Kristi Shafer, vice-president of marketing at American Licorice, notes: “We all have a responsibility to make this world a better place, and this year we’ve embarked on a project with Boys & Girls Clubs of Greater Northwest Indiana to deliver important, long-lasting impact through a message of self-love. Our goal is to align our brand message with our company’s core values, compassion being one of them. We have a storied history of delivering delicious treats, now in addition, we aim to deliver a sweet and important message from the heart: Embrace what makes you unique and appreciate the differences in others! We will continue to push ourselves to think outside the box, finding additional ways to deliver happiness.”
“Growing up, I spent the early part of my life living in my mom’s car parked in an adjacent parking lot to the school,” adds Frederick. “In both school and at the Boys & Girls Club, I found my safe places and with the support of the community, was able to forge a career in track and field that ultimately altered the trajectory of my life. This is why my partnership with Sour Punch Candy and Boys & Girls Clubs of Greater Northwest Indiana is so important to me. We need to create more safe places for kids to go and outlets to express themselves and the message behind Embrace Your Punch symbolizes just that. We’re starting the conversation and engaging with our youth on the ground level to support them and empower them to embrace and love who they are and to spread this self-love mindset on to others.” C&ST