Twix Bites and #TBT: Putting (media) money where the message is
Alaina Crystal
Campaign details
Brand owner: Mars IncLead agency: BBDO New York Budget: 500k - 1 millionCountry: United StatesIndustry: ConfectioneryMedia: Earned media, buzz, Online video, Social media, Television
Executive summary
This case study illustrates how Twix recaptured the market by turning a business problem into the perfect communications solution. By 2013, when Twix was getting ready to launch TWIX Bites, Hershey's had already beaten everyone to the bite-size chocolate punch. This caused a major obstacle for Twix: how...