The Hershey Company

Droga5 *Lead Agency

David Droga, Creative Chairman
Neil Heymann, Chief Creative Officer
Michael Kleinman, Associate Creative Director
Daniel Litzow, Senior Copywriter
Caroline Ekrem, Copywriter
Evan Barkoff, Copywriter
Jonny Bauer, Global Chief Strategy Officer
Ned Sonnenschein, Strategy Director
Kathryn Ruocco, Communications Strategy Director

By 2019, Twizzlers—once America’s favorite candy—had been left in the dust. Getting the brand on track meant capitalizing on our annual summer sales period. But in a category that thrives on novelty, we were stuck selling mild-flavored red straws. We doubled down on our ‘adultness’ and bucked all the tropes of candy advertising. We developed a platform that reflected the Twizzlers’ true role: a delicious way to process your thoughts. And we dramatically reversed sales declines, getting the brand back to its rightful place in the mouths of adults everywhere.