After a decades-long absence, Twix Cookies and Creme have once again hit the shelves this January. Twix Cookies and Creme ice cream bars and minis are also joining the marketplace this year but the promotion of these returning products does not stop there!
The people behind the 360-marketing campaign, which includes television, print and online advertising, media relations, in-store promotions, influencer engagements and social media, have just announced a collaboration with Dominic Ciambrone, a.k.a. The Shoe Surgeon.
Twix, brand owned by Mars known for its caramel chocolate bars, is partnering up with The Shoe Surgeon to make limited edition Twix Cookies and Creme sneakers. The shoe will replicate everything that the Twix bar represents, from its blue wrappers, to the crunchy cookie bits.
The shoe will be hard to come by because only 100 pairs are being made. They will not be available nationwide; they will be given away at drop events during the month of February and details have not yet been disclosed.
“Our sneaker collaboration brings our new flavor to life in a fresh, unexpected way — one that celebrates the relevance of cookies & creme within sneaker culture and the left and right roots of our brand,” says Michelle Deignan, TWIX brand director, Mars Wrigley.
Shoes presented an obvious branding opportunity for Twix since they’re sold in pairs as left and right shoes, just like left and right Twix bars. A video produced by Twix shows the humor behind the left and right Twix feud, which has been a marketing strategy by Twix for a while.
They titled the social media spoof video, “Kicks V Kicks,” showcasing powerful arguments for each shoe side but also highlighting the same features. Furthermore, in the video Twix shows that the shoe will replicate a Twix bar by allowing customer to actually remove a wrapper placed on the shoe itself that reveals a different texture — the cookies and creme — as well as creamy leather replicating the soft creamy texture of the chocolate bar. This presents customers with a tearaway element that enables a two design layered shoe.
The Twix Cookies and Creme is a chocolate cookie bar with “an all-new, soft-creme center packed with crunchy cookie bits.”
The campaign also includes a creative entity that focuses on where Twix all began, showing the all-new machinery, which will be showcased on national television on January 27th. Moreover, they will be introducing a Snapchat Portal Lens for fans to experience the factory in the making of the left and right Twix Cookies and Creme.