The Trolli brand is launching a video game called “Deliciously Dark Escape,” developed with Active Theory and PlayStation as the exclusive prizing partner. 

The game takes gummy worm-eating fans on a multi-layered journey – from glitches and firewalls, to bots and lasers – in the hopes of safely delivering their worm avatars into hungry, waiting mouths.  

To access the game, fans can scan the QR code found on specially-marked packages of Trolli gummy worms, which will provide a 14-day PlayStation Plus trial, an exclusive Trolli Dynamic Theme for PS4 and the interactive Trolli game. The specially-marked PlayStation/Trolli gummi worms are starting to hit shelves at select retailers nationwide.

The Deliciously Dark Escape game is Trolli's latest marketing move to attract a new audience, drive candy sales among younger consumers and reward fans with an exclusive experience that aligns with their passion points. According to a 2020 study by the Entertainment Software Association, about 75 percent of U.S. households have at least one gamer, and 21 percent of those gamers are younger than 18 years old. 

“Now more than ever, consumers crave brands that entertain and play into their worlds and passion points. And who better to play with than Trolli?” said Dave Foles, senior brand manager. “In the creation of Deliciously Dark Escape, we tapped into a vital insight – significant crossover between gamers and Trolli fans. At Trolli we’re focused on shining a neon light of levity in the darkness. As such, we built a hidden site where gamers can engage with our brand in a unique way, while at the same time find humor by poking fun at internet themes. Fans will also be able to enter for a chance to win PlayStation prizes to satisfy the gamer in them.”

Last year Ferrara unveiled its latest ad campaign for Trolli gummy candy which helped drive a 190 percent jump in e-commerce shipments. Trolli has doubled in sales over the past eight years and is driving significant growth in the category.

Additionally, Trolli just launched a new creative campaign with Wieden + Kennedy called “Mouth Quest,” which tells the epic story of the gummi worms’ journey to fulfill their sweet, destructive destiny to be eaten. To bring the campaign to life on Instagram and TikTok, the team collaborated with director Sam Gainsborough at Blinkink, utilizing stop-motion animation.