twix - twix kicks
TWIX COOKIES & CREME BARS + SNEAKERS = BIG RESULTS
Ask
To generate buzz surrounding the release of Twix’s new Cookies & Creme bars.
Execution
For nearly a decade, Twix has told its story through its Left/Right campaign, an imaginary tale about a pair of factories that each make exclusively left or right Twix.
To translate that concept into the real world — and herald the arrival of all-new Twix Cookies & Creme — we partnered with the Shoe Surgeon, one of the world’s premier high-end sneaker designers, to create our own limited-edition Twix Cookies & Creme sneakers (100 pairs made).
We launched the whole campaign and product with a tongue-in-cheek video where one actor played “left” and “right” sneakerheads. The team then assembled “drop moments” that were activated at exclusive venues in New York (Extra Butter), LA and Chicago (RSVP Gallery) to create memorable, interactive experiences for guests. We also partners with popular influencers including Jacques Slade who created unboxing videos.
Results
In the end, our efforts yielded more than 200 million media impressions, were requested by celebrities, spontaneously created fan art — and pairs of the sneakers were auctioned on eBay for more than $4,000. The steadfast adherence to authenticity broke new ground for brands integrating into extremely niche territories.
The partnership proved mutually beneficial, as The Shoe Surgeon’s creation gained visibility in sneaker publications and with high-profile influencers and celebrities including Offset and Chris Brown, and news of Twix’s newest flavor secured placements in national lifestyle and food publications.
The Shoe Surgeon’s endorsement allowed for partnerships with prominent sneaker retailers, which built out drop events and promoted them on social. Each milestone, made possible by The Shoe Surgeon’s involvement, continued to build credibility for the brand in the sneaker space.
Awards
2021 - Effie Award - Gold (Brand Experience)
2020 - One Show Award shortlist
2020 - New York Festivals Advertising Award - Bronze (Avant-Garde/Innovative)
2020 - New York Festivals Advertising Award - Finalist (Public Relations: Products & Services)
case study
the sneaker
Twix Cookies & Creme features chocolate cookie bars and an all-new, soft-creme center packed with crunchy cookie bits, all covered in creamy milk chocolate. These features were pulled through in the Twix x The Shoe Surgeon shoe, which enlists a unique "tearaway" element, enabling two design layers.
An outer layer of corduroy fabric mimics the bright blue wrapper and can be cut or torn away to reveal the design beneath.
Underneath is a combination of smooth white patent leather, representative of the creme center, and black and white stingray leather, channeling crunchy cookie bits.
TWIX gold is featured in design accents throughout the shoe and transparent, ice blue soles feature Left Twix and Right Twix on the corresponding shoe.
credits
Weber Shandwick (agency)
• Creative Director: Sam Eccleston
• Sr. Art Director: Paddy O’Connell
• VP, Planner: Mike Fair
• Senior Planner: Grant Walters
• Executive Producer: Joe Childress
• EVP, Client Experience: Jerry Gleason
• SVP, Client Experience: Tracie Boruta
• Account Director: Giliann Chaikin
• Junior Associate: Ellie Halter
• Project Manager: Allison Busch
Versus (production company)
• Director: Justin Tyler
• Creative Director: Justin Barnes
• Executive Producer: Rob Meyers
• Producer: Tom Colabraro
• Editor: Brian Sanford