Twix: Bites #TBT

This case study describes how Twix, a chocolate brand, turned its late arrival into the 'bite size' category in the US from a negative into a sales point, earning improved brand sentiment.

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...

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