BRINGING THE AWESOMENESS OF WEIRD – AND JAMES HARDEN – TO THE MASSES
After launching in 2013, the iconic candy brand wanted to reinvigorate its Weirdly Awesome creative campaign, accelerate sales and increase consumer engagement.
To stay true to the brand’s Weirdly Awesome essence, Trolli enlisted NBA mega star and beard icon James Harden to promote Sour Brite Crawlers and Sour Brite Weird Beards. Legend turned a block and tackle media relations strategy into earned media magic, leveraging Harden to inject a little of the unordinary into consumers’ lives.
Efforts resulted in unprecedented media attention with more than 440MM impressions in publications like Sports Illustrated, Forbes and Fox Sports helping to drive sales.