After years of little to no brand activity, a new generation of snackers had stopped considering Twisties as a snack of choice. Despite a degree of latent brand awareness and nostalgic love, Twisties had somehow gone from an edgy pop culture icon to a snack perceived as a parents’ favourite.

With declining sales and brand salience amongst younger consumers, our task was simple; build a community that would truly embrace the unexpected and make Twisties relevant again to drive Gen Z brand preference and ultimately sales.

However, with a ratio of advertising & marketing spend to revenue of only 1.1% (up to 5X lower than Twisties’ bigger snack competitors), the challenge was to find an inventively efficient way to get Australia’s most subversive snack back into the hearts, minds and mouths of Gen Z snackers.

Twisties shifted from traditional campaigns and short-term ad buys into an earned-first model focused on identifying ownable cultural moments in real-time.

This approach places consumer and culture at the heart of everything, starting with ongoing real-time insights and cultural tracking to allow the brand to be agile, dynamic and always-on.

The creative idea that brought this approach to life was ‘Plot Twisties’ - a uniquely twisted platform built on Gen Z insights and optimised for attention, speed and relevance that put a fun and unexpected twist on the everyday; from pieces of content to world events and other real-world, real-time activity.

We leaked the story to media, claiming a new snack could soon be hitting shelves, sparking a nationwide debate on whether this product should ever hit shelves.

Mint Twisties created a revolution. A simple mock-up and a message to media that ‘Twisties has a snack for any occasion’ garnered 172K+ engagement on social media, 128 PR articles reaching 92m+ with grooms across the country asking for access to it first.

We supported widespread PR outreach with social content to drive momentum and conversation further.

While love didn’t last for the groom, it was reinstated for Twisties, and we didn’t even have to put the snack on shelves.