A creative campaign that has candy lovers and sneakerheads on high alert.
The hottest shoe on the market is edible. Introducing Trolli Sour Brite Sneaks: Our latest creative collab with Trolli, James Harden, 7-Eleven and Adidas.
As Trolli’s creative agency of record, we concepted the candy, designed the packaging, and crafted the launch campaign and strategy, which included leak, engagement and hype phases just like a real shoe drop. We think it’s awesome, but you don’t have to take our word for it. Ad Age, Event Marketer, Hypebeast, Sole Collector, The Drum and more shared this unique product launch and consumer engagement story, which kicked off at NBA’s All-Star Weekend ahead of the exclusive candy launch at 7-Eleven.
Sneakerheads like John Trottier and Alan Galloway “leaked” the candy news as if they were a rumored pair of fresh kicks. Then our Instagram contest, Remix Your Kicks, unboxing videos from sneak fashion pros Brad Hall and Jacques Slade, and content from James Harden himself helped build hype ahead of the pinnacle moment — bringing a life-size gummi replica of Adidas’ Harden Vol. 2s to StockX.
And that’s all just a taste of the overall campaign. Speaking of taste, the life-size gummi shoes are the equivalent of 90 servings of candy. Nom nom.