TWIZZLERS

YOU CAN’T BE SERIOUS WITH TWIZZLERS

In four years Twizzlers had dropped from #1 to #4 in their confections category, losing ground to the bold flavors of Skittles and Starburst. Appetite appeal was no longer going to be the sole driver in sales increases for the brand, so we needed to find a deeper consumer connection to the brand to turn Twizzlers around. What was discovered is that it’s impossible to be serious when you’re eating a Twizzlers due to the flippy floppy nature of the product. Using disruptive TV, social, a small influencer program and a few activations, we re-introduced the world to its lighter side through Twizzlers.