How Brands Are Harnessing James Harden's Irresistible Millennial Appeal

Trolli candy taps 'weirdly awesome' NBA star

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James Harden is fast becoming the go-to star for millennial-savvy brands.

In the run-up to Taco Bell's Super Bowl commercial, the hirsute Houston Rockets guard helped the brand build buzz by appearing in a cryptic teaser for its mystery menu item, ultimately revealed as the Quesalupa (basically, a chalupa with cheese in its shell). He also showed up in the chain's 30-second Big Game spot.

Now, Harden lets his quirky personality and famous facial hair run wild in a new campaign touting Ferrara's Trolli brand gummy candies.



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