Twix: Bites #TBT
Campaign details
Agency: BBDOBrand: TwixAdvertiser: Mars
The business situation
A not-so-bite-sized problem
With increased interest in overall health and easily controlled snacking portions, the only segment growing in the otherwise fat chocolate category is "bite-sized." 1
In 2011, Hershey's introduced their top-performing brands (Reese's, Kit Kat and Rolo) in a smaller format, and MARS, a market leader, found itself reduced to a bit player in bite-size. In defining a new segment and satisfying a consumer desire, Hershey's gained almost 2 share points quickly through this reinvention of their portfolio.
Moreover, Hershey's...