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.
About Ferrara Candy Company
Ferrara Candy Company, a related company of The Ferrero Group, is an industry leader in U.S. confections and one of the fastest growing confections companies in the country. A passionate team of more than 4,000 employees work together to share delight in every bite through leading brands that have shaped the confections market for more than 100 years. Our diverse portfolio of nearly 35 brands includes SweeTARTS®, Trolli®, Brach’s®, Black Forest®, Butterfinger®, CRUNCH®, Laffy Taffy® and NERDS®, along with iconic favorites like Lemonhead®, Red Hots® and Now and Later®. Headquartered in Chicago, the company has an operational network of manufacturing, distribution and R&D facilities across North America. Learn more at www.ferrarausa.com.
Wieden+Kennedy, founded in Portland, Oregon, in 1982, is an independent, privately held global creative company with offices in Amsterdam, Delhi, London, New York City, Portland, São Paulo, Shanghai, and Tokyo. Wieden+Kennedy works with some of the world’s most innovative brands, including AB InBev, Airbnb, Coca-Cola, Delta Air Lines, KFC, Instagram, Nike, Procter & Gamble, Samsung, and Spotify.
Wieden+Kennedy was recently honored as Adweek’s US Agency of the Year and one of Fast Company’s Most Innovative Companies in Advertising. Learn more at www.wk.com.
Ferrara Candy Company
SOURCE Ferrara Candy Company
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