This TV advertisement is very short 0.15 seconds, showing a young girl screaming when she sees her in th mirror because one of her pony tail is cut. You can see the candy with scisors in on hand and hair in the other. When you learn about the slogan "First it's sour then it's sweet" you see the candy hugging the girl.
This commercial is using the humor appeal in a powerful way. In fact one of the main risk in using this appeal in a commercial is that people may remember the commercial as funny but they may not remember for what product or what brand the commercial is.
I think in this case, the customers will remember the both the product and the brand first because the candy is the "funny" part of the commercial (so you will associate the candy on TV and the candy in the package) and also because the slogan remainding you about a sour candy which is the product.
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