Case Study: TWIZZLERS achieves major brand and ad awareness lifts (7-pt brand, 33-pt ad) with Snapchat

TWIZZLERS sees lift in both brand and ad awareness with Snapchat partnership

TWIZZLERS, Hershey’s licorice brand in the US and Canada, wanted to build genuine resonance with millennials (18–34) and encourage sharing to boost brand and ad awareness in a crowded snack market. The challenge was reaching highly engaged young adults with a memorable, shareable experience.

TWIZZLERS partnered with Snapchat for the “Snap for a Twist” campaign, using a national gamified Lens (catch falling Twizzlers with your tongue) and Snap Ads that introduced the brand in the first two seconds to drive swipes to the Lens. The campaign produced a 33‑point lift in ad awareness, a 7‑point lift in brand awareness and a 6.87% Lens share rate, and the brand planned to run the campaign again.

Twizzlers