Driving Market Share Through
Weirdly Awesome Innovations
Trolli built its category leadership position by offering unique and colorful gummies for its variety-seeking consumers. Originally considered edgy, the black brand architecture became recessive against the vibrant competitive set, challenging consumers to find the brand at shelf. With multiple weirdly awesome new product innovations in the yearly pipeline, it was critical the packaging popped at shelf and educated consumers on the usage and points of difference.
To reconnect with its colorful, crave-able, sour gummy equity, we built a bold new architecture that could brand block, telegraph the unique product innovations, and fit within the Weirdly Awesome positioning. According to IRI data, Trolli revenue for 2015 was $167 million, up nearly 16 percent from the previous year, and outpacing category growth by more than 5 percent.
Photography & Illustration
By establishing a stronger brand architecture, Trolli was better positioned to compete and educate consumers on its unique product offerings.
Our electrifying palette strategically embraced the colorful side of the brand and its products, adding taste appeal and drawing consumer attention at shelf.
Custom illustrations were developed to telegraph the oddball shapes and curious flavor profiles the adventurous
Trolli consumers crave.