Twisties: Life's better twisted

Milan Agnihotri, Gavin Hoh and Ben Chew

In Malaysia, Twisties - the snack owned by Kraft - faced threats from new competitor products with large advertising and promotional budgets.

Twisties: Life's better twisted

Milan Agnihotri, Gavin Hoh and Ben ChewMcCann, Kuala Lumpur

Campaign details

Brand owner: Kraft FoodsAgency: McCann, Kuala LumpurBrand: TwistiesCountry: MalaysiaIndustry: Savoury snacks, potato chipsMedia budget (USD): $1 - $3 millionChannels used: Cinema, Internet - general, Social media, Television

Executive summary

In Malaysia, Twisties - the snack owned by Kraft - faced threats from new competitor products with large advertising and promotional budgets. Although the category was fast-growing, Twisties had a dated image and its share had been declining. This case study describes...

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