Twix - “Shouts (Portuguese)”
|Product Category||Chocolate, Bars, Candies, Chewing-Gum|
|Campaign Name||Shouts (Portuguese)|
|Country of Production||Brazil|
|Date of First Broadcast/Publication||October 30, 2005|
|Media Type||Television & Cinema|
||Premio Folha / M&M, 2007 (TOP 10) for TV/CINE|
FIAP - Ibero American Advertising Festival / Festival Iberoamericano de Publicidad, 2006 (Gold) for
The commercial shows, in a good-humored way, the elements that compose the Twix chocolate - chocolate, caramel and cookie -, represented by three cool and fun youngsters who involuntarily repeat these three words.
The communication standard of the main chocolate brands has always used a sensorial appeal, packed with scenes of appetite-appeal and their products ingredients. Our strategy sought taking hold of the young public, little explored by the chocolate category. For such, we used a completely nonsense approach packed with humor, where the ingredients in Twix became characters. This format not only enabled us to explore the product attributes (initial objective), but mainly make the Twix brand relevant and strongly connected with the youngster.
The sales of chocolates in Brazil is mainly motivated by the product flavor. The Brazilian market has highly traditional brands that have already invested heavily in communication and have long established their flavor credentials. Our challenge was to establish the attributes of the Twix product and conquer a space among the brands that already had the consumers preference.