By the minneapolis egotist / /
Trolli wants you to check out Deadpool’s package—his Sour Brite Tiny Hands package. The new Trolli candy launched in collaboration with “Deadpool 2,” the latest release in the movie franchise, is a mashup of the brand’s Weirdly Awesome creative platform and everyone’s favorite sassy, fourth-wall breaking (un)superhero portrayed by Ryan Reynolds. The new candy and creative campaign launched on May 7, ahead of the film release on May 18.
“From the start, we all agreed that this cross-collaboration had to be something more than a traditional license agreement. This had to be an extension of Deadpool’s own Weirdly Awesome universe,” said Allison Wyrwicz, Trolli’s senior brand manager. “Trolli Sour Brite Tiny Hands is really pushing the boundaries, and the creative work is right in line with what fans crave from both Trolli and Deadpool.”
Periscope lead the 360-degree campaign, designing the packaging and helping develop the candy itself. Reminiscent of iconic men’s high-fashion marketing, campaign imagery includes sexy poses and alluring filters, highlighting Deadpool’s sculpted body, and of course, his (candy) package. The product shape is derived from the first film when Deadpool escapes handcuffs by cutting off his hand, which then regenerates in tiny form.
“Tiny Hands has been a great creative challenge because Trolli and Deadpool both have really unique voices,” said Peter Nicholson, chief creative officer at Periscope. “No other brand partnership is positioned to do something as disruptive and edgy as this. It requires a candy company as irreverent as Trolli and a superhero as unconventional as Deadpool to create something as inventive as body parts you can eat.”
“I like to think of the creative work as a ‘tiny’ middle finger to traditional, predictable advertising,” said Periscope Creative Director Dustin Joyce. “Trolli and Deadpool both thrive on being the anti-mainstream versions of their respective categories. Being odd and different is inherently a part of their DNA. So when it comes to launching a new product together, the advertising itself is obligated to be equally unexpected.”
The full campaign includes teaser trailers, videos, influencer kits including Tiny Hands boxer briefs (let’s support each other, shall we?), a full website, social content and a photo sweepstakes with #PackagePose. There was also a candy giveaway and photo event in Times Square on May 7, where the best #PackagePose images was featured in real time on digital billboards overhead. Favorite images are displayed (tastefully) online, and a Tinder-style interface that gives visitors the chance to swipe left or right.
Tiny Hands candy is available exclusively at 7-Eleven stores, another promotional partner of “Deadpool 2,” leading up to the film’s theatrical release and at other national retailers leading up to the digital and home entertainment releases.