Oakbrook Terrace, Ill.-based Ferrara Candy Co. has partnered with 7-Eleven on a sloth-themed marketing campaign that features gummies and a Slurpee flavor exclusive to the c-store chain.
Under what both companies deem a “Weirdly Awesome” collaboration, 7-Eleven will carry Trolli Sour Brite gummies shaped like sloths at participating locations, retailing at $1.39 per bag. The c-stores will also have a Trolli-branded Slurpee in Pineapple Lime.
"Trolli is thrilled to be collaborating with 7-Eleven to combine the most Weirdly Awesome animal in the world with Trolli's perfect combination of sweet and sour candy, delivering a one-of-a-kind Slurpee experience," says Jill Manchester, Ferrara senior v.p. of marketing and brand innovation. "In our Weirdly Slothsome world, Sour Brite Sloths love Slurpee drinks, especially our new lip-smacking Pineapple Lime flavor.”
Special straws retailing at $1.99 will also be available. The straws also come with a 2-oz. bag of Trolli sloths.
To increase exposure, a Trolli Slurpee truck will pop up in popular spring break destinations including Panama City, Daytona Beach and South Padre Island in March and April, where free Trolli Pineapple Lime Slurpee drinks and other items will be handed out.
"People can't get enough of this slow little guy," says Laura Gordon, 7-Eleven v.p. of marketing and brand innovation. "Slurpee season is the time of year when people love to chill out with their favorite Slurpee drink and hang with friends. There's no animal more chill, or who knows more about hanging out, than a sloth."
Trolli’s Sour Brite Crawlers — the line’s gummy worm option — is a strong performer in the non-chocolate chewy candy segment, according to IRI data. The product pulled in just over $109 million in the 52 weeks ending Feb. 19.
Ferrara was third in the $3-billion chewy candy market during that period, earning $345 million. It trailed Wrigley and Mondelez International.