Twix US highlights ‘cookie in disguise’ status in humorous ad
Twix, part of the Mars family of brands, is solidifying its connection to the cookie with its new campaign, ‘Disguise’. Created by adam&eveDDB, the tongue-in-cheek campaign builds on the idea that Twix is actually a cookie, cleverly disguised as a candy bar.
Twix is looking to leverage its distinctive flavour profile to broaden its appeal to Gen Z snackers and steal consumption moments from cookie brands. This new campaign aims to communicate all the ways Twix delivers delight - highlighting its chewy and crunchy textures to solidify amongst consumers that Twix is both a cookie and a candy bar.
Credits
Mars Confectionary
Sr. Manager Brands and Content / Performance Marketing - Chris Bendeck
Global Senior Director - Heather Stuckey
Global Senior Director - Ashley Gill
Rankin Carroll – Chief Brand Officer
Gabrielle Wesley – CMO
Martin Terwilliger – VP, Filled Bars
Samantha Urban – Sr Brand Manager
Jess Donato – Sr Brand Manager
Sarah Ashmore – Associate Brand Manager
adamandeveDDB / Team Omnicom
Chief Creative Officer - Richard Brim
Creatives - Ben Robinson & Mike Whiteside
Creative Director(s) - Colin Booth & Ben Stilitz
Producer - Jess Middleton
Executive Strategy Director - Nick Hirst
Strategy Director - Josh Drueck (DDB Chicago)
Senior Project Manager - Becky Faloju
Chief Client Officer - Sam LeCoeur
CEO - Miranda Hipwell
Business Director - Sam Hardy
Client Experience Director - Jo Lorimer
Account Director - James Baker
Account Manager - Alice Shedden
Senior Business Affairs Manager - Layla Husted
Senior Legal Counsel - Tom Campbell
Asset Manager - Gemma Hughes
Commercial Director - Charlotte Haddy
Commercial Analyst - Daniel Wickings
Production Company: Stink
Executive Producer: Jon Chads
Director: Traktor/Pontus
Producer: Lucy Gossage
Production Manager: Max Harrison
Production Assistant: Alexa Hartley
DOP: Stuart Bentley
Production Designer: Rebecca du Pont
Wardrobe Stylist: Alex Day
Offline Editors: Shift Post
Editor: Saam Hodivala
Offline producer: Kirsty Oldfield
Post Production: Time Based Arts
Flame Lead: Ollie Ramsey
Producer: Jo Gutteridge
Production Assistant: Lily Barron
Colourist: Simone Grattarola
Sound: 750MPH
Sound Designer: Sam Ashwell/Lucas Trigg
Producer: Olivia Ray
Media: EMC
Planning Associate Director: Zach Cintron
Programmatic Director: Remi Boleky
Social Associate Director: Emily Seigneurie
Data & Tech Audience Associate Director: Theo Ekiyor
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