Breakthrough multimillion-dollar campaign designed to propel Trolli brand sales and put the candy — and the brand — on the tips of teens’ freaky little tongues.
Ferrara Candy Company and Minneapolis-based creative agency Periscope have launched the new Trolli “Weirdly Awesome” campaign. This is the first national marketing push behind the Trolli brand aimed at garnering sales for all of its chewy candies, including Sour Brite Crawlers—currently the #1 item in the growing gummi category.
Gleaning inspiration from the weird shapes, funky colors and irresistible playfulness of Trolli gummies, the work was created to appeal to teenagers’ absurd sense of fun. “Our products break away from the rest of the pack. We decided that taking a similarly unexpected approach with our creative made perfect sense,” says Jamie Mattikow, Chief Commercial Officer at Ferrara Candy Company.
Being decidedly offbeat also resonated with the creative team. “As we dug into the assignment, the thing that we kept coming back to is that weird is the new currency of cool. And Trolli has the ideal amount of irreverence as a brand to pull off weird in an authentic way,” says Charlie Callahan, Periscope’s executive creative director. “So we decided to celebrate weird, honor awesome and spread ridiculousness.”
The campaign centers on blitzing a plethora of outrageous content across teens’ favorite digital platforms in both paid and earned media. The mix aims to keep teens hungry for ongoing delicious weirdness from the brand. Ferrara Candy Company selected Periscope to handle brand advertising for Trolli in June this year. “Winning business is always sweet, and in this case, it’s both literal and figurative,” said Greg Kurowski, Periscope president and CEO. “The team presented big thinking that will help move the needle for this iconic brand, and we couldn’t have been happier to add them to our roster. Needless to say, we’ve stocked plenty of Trolli products to fuel this weirdly awesome work.”
About Periscope: Periscope is one of the fastest-growing independent creative agencies in the nation, with 495 employees. Based in Minneapolis, with global offices in Hong Kong, Delhi and Toronto, Periscope offers a full spectrum of marketing services to a wide range of acclaimed brands including Bridgestone, Target, Arctic Cat, UnitedHealth Group, Columbia Sportswear, ExxonMobil and more.
periscope.com
About Ferrara Candy Company
Ferrara Candy Company is the leading non-chocolate confectionary company in the U.S., with a portfolio of strong brands and retail partnerships. With a candy for every craving, Ferrara Candy Company brands make consumers happy every day and include: TROLLI®, BRACH’S®, BLACK FOREST®, LEMONHEAD®, NOW AND LATER®, SATHERS®, BOBS®, RED HOTS®, ATOMIC FIREBALL®, CHUCKLES®, BOSTON BAKED BEANS, SWEET STRIPES®, SUPER BUBBLE®, FRUIT STRIPE®, RAIN-BLO®, JUJYFRUITS® and JAWBUSTERS®. Learn more at http://www.ferrarausa.com
Credits
Client: Ferrara Candy Company
Brand: Trolli
Campaign Title: Weirdly Awesome
url http://www.weirdlyawesome.com
Creative Agency: Periscope, Minneapolis
Executive Creative Director: Charlie Callahan
Creative Director: Rob Peichel
Senior Art Director: Jen Neis
Senior Copywriter: John Sullivan
Producer: Kelly Farley
Production Company: Hungry Man
Director: Dave Laden
Executive Producers: Kevin Byrne, Dan Duffy/Mino Jarjoura
Producer: Caleb Dewart
Director of Photography: Christian Spranger
Editorial: Arcade Edit
Editor: Nick Rondeau
E.P. Managing Partner: Damian Stevens
Executive Producer: Nicole Visram
Post Producer: Gavin Carroll
Assistant Editor: Carmen Hu
Telecine: The Mill
Executive Producer: LaRue Anderson
Colorist: Greg Reeves
Online & FX: Brewster Parsons
Lead Flame Artist: Louis Mackall
Producer: Georgina Poushkine
Owner/President: Darcy Parsons
Music: Echo Boys
Artists: Tom Lecher, Alex Berglund, Tyler Tholl
Audio Producer: Sara Davidson
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