Final Boss Sour Challenge – Final Boss Sour

WPIC launched the #FinalBossSourChallenge (#终极酸挑战),  a bold viral campaign built to spark curiosity and mass engagement across China. The result? Over 71 million unique views, more than 1 million engagements, and a surge of impulse purchases that pushed Final Boss Sour to the top of Douyin’s snack rankings.

By teaming up with key KOLs and amplifying content through the brand’s owned channels, we turned the “ultimate sour test” into a share-worthy social moment. The strategy mixed humour, localised storytelling, and sharp brand education, making the product impossible to ignore and irresistible to try.