"It's Trolli®" Lets Fans into the Fantastical, Glowing Neon World of Trolli



More than 30 years ago Trolli invented the gummy worm. Since then, Trolli has created a variety of weirdly awesome gummies, from Sour Brite Crawlers®, Sour Brite James Harden Sneaks®, Sour Brite Tiny Hands®, and even Sour Brite Sloths®. Today, Trolli is taking its weirdly awesome nature and adding a touch of delicious darkness – in a way that only a fantastical black bag of neon gummy worms can. And to celebrate this new era of Trolli, Ferrara Candy Company, the makers of Trolli, is announcing the launch of a new marketing campaign, "It's Trolli."

Cupboard, the first in a new creative campaign by Wieden+Kennedy Portland, takes fans into the relentlessly cheerful candy-filled land of Trolli. As a neon light in the darkness, Trolli transforms everything it touches momentarily into something bright, happy, and sweet...for about the amount of time it takes to eat a delicious, chewy gummy worm.

For Wieden+Kennedy creative directors Darcie Burrell and Azsa West, "The inspiration behind Cupboard was partially to give a nod to Trolli's heritage, with a tie-in to the brand's namesake—the troll—which fits perfectly within this darker direction." The campaign takes on the idea of treating happiness as taboo. The troll is drawn toward the Trolli worms and the happiness they bring, but he's also a little frightened by it.

"This new marketing campaign delivers on an ownable insight for our brand: Trolli's dash of 'delicious darkness' – through our brand history, black packaging and product origins – is what truly sets the brand apart in what has now become a sea of weird," said Annie Meyer, Marketing Director at Ferrara Candy Company. "The campaign marks Trolli's largest media investment to date and we are thrilled to partner with Wieden+Kennedy and Blinkink as brilliant thought partners who have brought Trolli to life in the form of a psychedelic, playful, and uniquely identifiable world."

For Darcie and Azsa, working with Trolli on this campaign just made sense: "We have a team of people with very dark senses of humor, so when the Trolli opportunity came up, we were like, a black candy bag filled with worms? Named after trolls? Sign us up. We feel like we've found our candy soulmates."

To help bring the campaign to life, Wieden+Kennedy collaborated with Becky Sloan and Joseph Pelling, as well as Blinkink, the award-winning and innovative animation specialists. Becky and Joe are world renowned for creating miniature worlds, such as their popular web series Don't Hug Me I'm Scared. Their blend of darkness and sweetness made them the perfect partner for the campaign.

The campaign will appear across TV, online video, and Trolli social channels. In addition to Cupboard, a spot called Trolli Bag and additional spots will be coming out over the next month.

Via PR Newswire

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