Trolli’s gummy worms make early bird play for NFL prospect Caleb Williams - Brand Innovators

Trolli’s gummy worms make early bird play for NFL prospect Caleb Williams

The marketing industry may be focused on this year’s NFL championships, but Trolli is already looking to next year. The brand has recently partnered with USC Trojans quarterback Caleb Williams, who is expected to be a top pick in this year’s NFL draft, for a special mix of its sour candy worms.

The “Caleb Williams Mix” packs give a nod to USC’s signature colors by combining the brand’s sour cherry and lemon sour flavors. The connection extends to the packaging, which is also red and yellow and features Williams’ image on the bag. The limited-time mix will be available through an online sweepstakes

“At Ferrara, our goal is to connect with consumers at the speed of culture,” said Tia Craddock, brand manager for Trolli at Ferrara Candy Company. “This campaign is a great example of that. Caleb’s fandom for Trolli sour gummies has been on full display for the past few seasons, and our collaboration to bring fans the exclusive ‘Caleb Williams Mix’ Sour Brite Crawlers is the perfect way to bring the unexpected to football and sour gummi fans everywhere.”

The partnership marks the brand’s first collaboration with a projected top professional football draft pick. The brand considered Williams to be a perfect spokesman for the partnership as Williams has shared widely that the sour gummies are his favorite snack throughout the day, Craddock said. 

“Trolli partnered with Caleb given this authentic fandom of our various sour gummi products,” Craddock said. “Just like Trolli, Caleb Williams pushes boundaries and always brings an element of excitement and thrill on and off the field, making him the perfect partner for the brand.”
Earlier this year, Trolli launched a creative campaign that featured Trolli gummi worms bursting into unexpected real-world scenes, including a thrift store and an office, to express their one goal: to be eaten. The brand was also named one of Gen Z’s favorite brands by Morning Consult in September 2022.