Mars Wrigley

Tanya Berman, VP of Marketing
Michelle Deignan, Brand Director, TWIX® Brand
Tom Hedworth, Brand Manager, TWIX® Brand
Joe Pellingra, Sr. Associate Brand Manager, TWIX® Brand
Lee Andrews, VP, Corporate Affairs, Mars Wrigley
Angelina Franco, Brand PR Manager
Joe Lloyd, Videographer & Graphic Specialist, Mars Communications
Michael Italia, Head of Social Media & Digital Content at the Hive
Seth Dager, Head of Social Creative at the Hive
Daniela Rios, Social Media Strategist at the Hive

Weber Shandwick *Lead Agency

Sam Eccleston, Creative Director
Paddy O'Connell, Sr. Art Director
Mike Fair, SVP, Planning
Grant Walters, Sr. Planner
Joe Childress, Executive Producer
Jerry Gleason, EVP, Client Experience
Tracie Boruta, SVP, Client Experience
Giliann Chaikin, Account Director
Ellie Halter, Junior Associate
Allie Busch, Project Manager
Jim Paul, Managing Director & Executive Creative Director
Ebrahim El Kalza, EVP, Planning
Margaux Pepper, Director, Planning

Versus

Justin Tyler, Director
Rob Myers, Executive Producer
Justin Barnes, Creative Director
Tom Colabraro, Producer
Brian Sanford, Editor

The Marketing Arm

Brad Sheehan, VP, Entertainment
Chris Simmons, Director, Entertainment
Jaime Villegas, Production Executive

TWIX was losing younger users. Its first significant innovation in years - Cookies & Crème - wasn’t novel. Our unique hook: “cookies and cream” is slang for a black-and-white sneaker colorway, a coveted aesthetic. We created a wait-in-line-worthy brand experience by leveraging the obsessive nature of sneakerheads. TWIX Kicks’ meticulous commitment to authenticity ignited hype rarely seen for a candy launch: unsolicited celebrity endorsements, lines at drop events, and eBay resales made Cookies & Crème TWIX’s most successful innovation ever (6th biggest in category history), reversing franchise decline (+47.2% YoY).