To generate news and drive appeal for new buyers, Twix launched its cookie dough variant in 2023. It built on the brand's status as "the only cookie in the candy aisle," and took that equity to a new level.

We were tasked with communicating this new product news, while also reminding people of what they loved about the classic Twix proposition -- driving interest in the variant while haloing back to core.

Creating real characters from animatronic chicken was vital. To do that, the director insisted on having the voice actors on set, so that the puppeteers could react in real time to the performance. This allowed the actors to be able to improv and try different deliveries, with the animatronic chickens reacting in real time to it. This also allowed the director to direct the talent, even though we were using animatronics.

The new content surpassed benchmarks for view-through, engaged attention, and emotional engagement, as measured via facial coding and eye-tracking.