It's A Mix! — Lydia Chou

The ASK

To connect with young people (16-18) by introducing Twister, the ice cream lollipop brand, as a brand that understands their perspective (Interactive campaign mandatory.)

The FINDINGS

Twister had rebranded itself to align with Unilever's responsibly made-for- kids promise, resulting in this new, nostalgic, healthier version of the original Twister. It’s also an opportunity to shift consumer’s perspective of them.

Company

Consumer

Young people feel like they have outgrown Twister.

The ice cream category is highly competitive—increasing consumer relevance is the way to win over the younger generation and eventually increase consumer loyalty.

Culture

“70% of Gen-Zers say their mental health needs the most attention or improvement.” (from Feb 2022 Ogilvy Study, as quoted in Forbes)

The INSIGHT

Adolescents experience significant physiological, emotional, social, and cognitive developmental changes throughout their school years and are likely to experience mixed emotions on a daily basis.

“Their emotional development is often characterized as a wave-like pattern of successively fluctuating emotions....” (Larson & Brown, 2007).

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The IDEA

It’s A Mix!

Young people struggle with a mix of emotions especially when they approach adulthood. With this new campaign, Twister aims to show them that a “mix” is never a bad thing - in fact, it can be delicious!

The EXECUTION

Centered around repackaging, we made a small twist to what they have now, that is simply changing the name to emotions that match the flavor (i.g. named the sweet and sour pineapple flavor “It’s A Crush,” named the fresh peach flavor “Freshman Anxiety,” and created a new fill-in-your-own package “Embrace Your Mix.”)

We also created a new social media account (which they don’t have currently), paid ads, landing page, and email marketing as well.