Golin Publicis Groupe Brand Strategy

Candy brand Trolli encourages consumers to ‘adopt’ sour worms on National Pet Day


By Audrey Kemp, LA Reporter

April 11, 2023 | 4 min read

The Ferrara-owned candy brand is calling on Gen Z to give its new Sour-Duo Crawlers a loving home, complete with a certificate of adoption.

trolli's sour worms with real animals

Trolli’s Sour-Duo Crawlers are officially up for adoption / Credit: Trolli

Chew on this, animal lovers: ever wanted to adopt a sour gummy worm as a pet?

Now is your time; Ferrara’s sour gummy worm brand Trolli is putting its newest candies up for ‘adoption’ today in honor of National Pet Day.

In a TikTok video released by the brand today, a young woman shows audiences a day in the life with her gummy friend, Mr. Wiggles.

@itstrolli Your soft, chewy, gummi new best friend is waiting for you. Adopt your own Trolli Sour Duo Crawler and support us as we help other unconventional pets in need. Link in bio. #itsTrolli #DayInTheLife #PetTok #AdoptAShelterPet #nationalpetday #pets #petsoftiktok ♬ Cooking show, cute piano violin - ISAo

The social campaign spotlights Trolli’s Sour-Duo Crawlers, a new, dual-textured sour gummy worm candy, bifurcated by one soft and airy side, and another chewy and gummy side. The candy first launched in December, but it is only now achieving nationwide availability, according to Trolli’s marketing director Dave Foldes.

The campaign specifically targets Gen Z, which is more likely to own smaller, unconventional pets – from fish and birds to pet rocks – than any other generation, and call their pet their ‘bestie,’ according to a study from the American Pet Products Association (APPA) and Figo Pet Insurance.“We found that insight really interesting,“ says Foldes. “[Gen Z] has a really great sense of humor about what a pet can be.”

To adopt a Sour Duo Crawler, consumers can visit AdoptSourDuoCrawlers.com to submit their application – no purchase necessary – and wait for approval via email later this month. If approved, they will receive an “official certificate of adoption” and a personalized shipment of the candies in the mail, the brand says.

At the same time, the brand says it will support the real adoption of unconventional shelter pets nationwide via a grant it has established with the nonprofit group The Petfinder Foundation called the Trolli Dynamic Duo Grant.

While the grant amount remains undisclosed, Foldes says: “We’re trying to offset the costs of these unexpected animals nationwide that are in need of loving homes. We’re really excited to help fulfill the Petfinder Foundation’s vision to get these pets adopted.“

Both the window to adopt a Sour Duo Crawler and the Trolli Dynamic Duo Grant programs end on April 30. Agencies Golin and Publicis Groupe handled the campaign.

For more, sign up for The Drum’s daily US newsletter here.

Golin Publicis Groupe Brand Strategy

More from Golin

View all


Industry insights

View all
Add your own content +