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Twix Leverages #TBT, Big Hair, Y2K, Dial-Up to Explain Why Twix Bites Weren’t Invented Sooner
The candy brand gloms onto the Throwback Thursday phenomenon to grab social media attention for its new bite-size snacks.
Earlier this year, Twix launched a campaign for its Twix Bites which asked “Why didn’t we think of these years ago?” Two ads answered that question hilariously blaming the delay first on hairspray and then again on the Walkman. Working with BBDO New York, the brand has extended the campaign and is having a bit of fun with Throwback Thursday, otherwise known as #TBT. The agency has created a series of :15 films that it’s releasing each Thursday across its social channels to the ride the #TBT wave across social media.
Focusing on the eighties and nineties, four initial videos have all kinds of fun with dial up, Y2K, virtual pets and flat top hairstyles. The campaign also includes print work with a poster that directs people to dial 1-800-Why-So-Long. When you call that number, you are asked to enter a year from 1980 to 2013. Once you do, you are given yet another reason why Twix Bites weren’t invented back then. If you make a mistake and dial the wrong year — as I first did — a guy comically blurts out, “Ph I wasn’t even born then, try again!”
1980 to 2013
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