No stranger to breaking the mold of products (like Sour Brite Sloths) and partnerships (like James Harden), Trolli was itching to give its fans the next iteration of unexpected gummi goodness. So when Fox approached Trolli to partner with Deadpool in their promotional efforts, we saw the chance to merge both brands’ fandoms in a big, public way.

To get fans craving more Deadpool, we worked with Trolli, Fox and 7-Eleven to turn the antihero’s regenerating tiny hand into an all-new gummi: Sour Brite Tiny Hands. The resulting campaign brought Deadpool’s careless irreverence into the real world as he flaunted his goods like a high-fashion male underwear model.

Because Trolli’s Weirdly Awesome audience has an insatiable appetite for the unordinary, we had to think beyond the traditional to satisfy their cravings. Enter: Deadpool, the antihero. His refreshing take on the tired superhero trope offered the perfect intersection of broad appeal and unpredictability that Trolli stood for. To win over Deadpool’s passionate fandom, we had to appeal to their twisted sense of humor and home in on the movie’s absurdist approach. In short, we had to give a tiny middle finger to convention.

From April through August, Deadpool flaunted his new package (of candy) in a satirical take on high-fashion menswear ads, featuring the antihero as a sexy tiny-hands model. We released steamy pics and viral vids, a huge OOH campaign and rambling messages from Deadpool himself hidden in the candy’s website code. Fans joined the campaign by modeling in their own #PackagePose pics, live in Times Square and on social.

Sour Brite Tiny Hands became the highest-grossing product innovation at 7-Eleven ever, earning just over $600k in four months – nearly double Trolli’s comparable exclusives. In total, the campaign gained over 2B impressions – 1.8B of them earned. The Trolli x Deadpool partnership delivered sustainable growth for Trolli in 2018, with a 4.4% YOY increase in sales. No longer seen as the underdog of the gummi game, Trolli’s ingenuity established its presence as an unignorable brand on the rise.