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Hershey's recognized that whilst the competitive sweets category was evolving and expanding, the Twizzlers brand felt dated and lacked a clear point of view. After listening to consumers, we learn that there was an opportunity to build upon the flippy-floppy product experience to deliver a more ownable brand story. We heard that Twizzlers gave people the fun and relief they needed, especially during dull, boring days. Consumers were already leading the way online, posting fun imagery of the many different ways that they played with Twizzlers. This insight evolved into the new positioning “Loosen Up! The Twist that untwists life”. On a practical level, its 'sea of red' look did not stand out on shelf. The final design achieves a higher level of standout by pairing 'Twizzlers red' with bright, fun colors. The more heroic product depictions grab attention and highlight Twizzlers unique shapes.

Project Roles
Creative Director, Designer
Brand Strategy, Creative Direction, Creative Strategy, Design, Packaging Design
Project Industries
Packaged Goods