US confectionery brand Trolli has unleashed a neon push for its range of gummy sweet treats as it seeks to illuminate its range of Sour Brite chews.
‘Cupboard’, the first in a series of videos to be commissioned for the ‘It’s Trolli’ campaign has been devised by Wieden & Kennedy on behalf of the Ferrara Candy Company, depicting a cheerful candy-land in which individual Trolli can temporarily transform everything they touch into radiant radioactive resplendence.
Creative directors Darcie Burrell and Azsa West explained: "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.
Annie Meyer, marketing director at Ferrara Candy Company added: "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. 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."
The luminous campaign will span television, online video and social.
Trolli has previously created a pair of giant gummy shoes in honour of its brand ambassadoer, NBA player James Harden.