AlmapBBDO , São Paulo Follow Update

  • Avenida. Roque Petroni JR 999 3/5/6/7 Andares
  • São Paulo, Brazil 04707-010
  • Brazil
  • Phone: 11 2395-4002

Twix - "Shouts (Portuguese)" - AlmapBBDO

  • Shouts (Portuguese)
  • Twix
  • MasterFoods
  • AlmapBBDO
  • Brazil
  • Shouts (Portuguese)
Product CategoryChocolate, Bars, Candies, Chewing-Gum
Date of First Broadcast/PublicationOctober 30, 2005
Media TypeTelevision & Cinema
Length45 Seconds
Awards Premio Folha / M&M, 2007 (TOP 10) for TV/CINE
FIAP - Ibero American Advertising Festival / Festival Iberoamericano de Publicidad, 2006 (Gold) for
Production Company Zeppelin
Creative Director Tales Bahu
Creative Director Luiz Sanches
Copywriter Wilson Mateos
Copywriter Gustavo Sarkis
Account Director Martha Almeida
Agency Producer Egisto Betti

Story

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.

Concept

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.

Problem

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.