Sweetz has positioned itself as a new candy brand in The Netherlands. By releasing a viral game on sweetz.nl at the launch, a cross-media approach is established immediately. By buying Sweetz candy, consumers can use the EAN code on the package to play for prizes. Every player can win a Wii console. This way players are triggered to play the game as much as possible. 

Sweetz is a variation on the traditional "whack-a-mole" game.