Trolli Trolls the Darkness with Neon Sweetness

Candy brand, Trolli, is celebrating its ‘weirdly awesome’ nature through a new campaign curated by creative shop, Wieden+Kennedy Portland.

Trolli, the maker of neon gummy worms under the Ferrara Candy Company, has launched  a new marketing campaign. A nod to its delicious darkness and weirdly awesome nature, the brand tied up with Wieden+Kennedy Portland in line with its new direction and refresh.

Titled It’s Trolli, the push features a first 15-second ad, Cupboard, which transports viewers to a candy-rich place where blackness is transformed into neon sweetness. Maintaining its mystique, the vibrant conversion only lasts as long as it takes to savour a gummy worm.

The exercise captures the idea of treating happiness as taboo. While the main character is drawn to the worms, it is also struck by their strangeness. The sudden departure from what it is used to creates cause for fear. The creative shop enlisted animation specialist, Blinkink.

A second video, Trolli Bag, can be viewed here, with additional spots slated to roll out over the next month. The effort spans television placements, online video, and social media ads. Around for over thirty years now, Trolli produces Sour Brite Crawlers and other products.

“This campaign marks our largest media investment to date. We were thrilled to partner with Wieden+Kennedy and Blinkink. As brilliant thought partners, they brought our brand to life in the form of an identifiable world,” said Annie Meyer, Marketing Director at Ferrara.