TWIX Pause

Peter Toone, Hayley Clarke & Patrick Whitnall
Starcom Mediavest Group

Campaign details

Brand owner: Mars Chocolate
Agency: Starcom Mediavest Group
Brand: Twix
Country: Australia
Industry: Confectionary
Media budget (USD): $500k - $1 million
Channels used: Internet - general, Television

Executive summary

The TWIX chocolate brand, owned by Mars, needed to remind Australian shoppers of its existence since, in the competitive world of chocolate, sales are reliant on being salient or top of mind.

This case study describes a campaign to increase salience of the TWIX brand and make it relevant to Australians, bringing to life TWIX's global positioning of 'Pause like you mean it'.

Although there were global creative assets to draw on, the real challenge for the brand lay in making these assets relevant in Australia. The campaign's business objective was to grow sales by 5%.