Context As in most countries, Belgium knows the two-legged candy with chocolate and caramel as ‘Twix’. The candy is now facing serious downfall in sales. Therefore the brand wants to connect to the young audience again. But instead of going the traditional way of rejuvenation, Twix chooses another route. They decide to delve into their past and reintroduce the brand name ‘Raider’. Nevertheless they do not want to be positioned as an old brand. They want to connect an old brand with new stories of young people. Challenge Brand awareness Introduce the old name ‘Raider’ towards youngsters between 16 and 25 years old. The primary goal of this campaign is increasing brand awareness for Raider, and associating it with the right proposition: a young brand that is fun and engaging. Raider wants to connect to youngsters within their world. Therefore they want to create new stories in the online communication channel. Once youngsters are addressed in the right way, we want to activate them in buying the candy online. Deliverable Develop a campaign that succeeds in rebranding ‘Twix’ into ‘Raider’ with a focus on online. Present your case through a conceptual idea that is elaborated throughout the different communication channels you think are most appropriate.

1. Keep it closed
TWIX - RAIDER
8/14/2015

2. TEAM
Alvaro Florez - alvaro21florez@gmail.com
Felipe Molina - felipemolina_zd@hotmail.com

3. BRIEFING
Relaunch Twix with the old name: Raider.
Focus on young audience and try to engage them through digital platforms.

4. KPI’S
Increase the sales.
create a 10% increase in the number of followers for the current
social media of ‘Twix’ profiles.

5. STRATEGIC INSIGHTS
We, as young people, screw up every day.
Especially with questions we don’t know how to answer
like when your girlfriend says
“are your friends more important than me?”

6. BIG IDEA
Better chew on it

7. RATIONALE
‘Do you wanna come shopping with me?’
When your girlfriend asks you this, how can you respond?
What can you say to not argue for the next hour?
We are young, like the song said.
Although the song didn’t say that being young means
you are not expert enough for some moments in life,
you are not fast enough and you are not clever enough.
However, that’s not bad. We’ll get that with time, if we get it.
Now it’s time to have fun, don’t take things seriously (or not too serious)
and enjoy the moment instead of worrying about them.
It’s time to chew a Twix… sorry!, a Raider and the rest will come, if it comes.

8. STRATEGY
Kit Kat: Take a break
Snickers: You’re not you when you’re hungry
Twix: Pause // Twix left & twix right
RAIDER: new territory

9. PLANNING
Awareness Engage Continuity
TV Social Media Print

10. CREATIVE PLATFORM
Stupidity

11. CAMPAIGN EXECUTION

12. Print

13. CAMPAIGN EXECUTION
Social media

14. CAMPAIGN EXECUTION

15. CAMPAIGN EXECUTION

16. WHAT WE LEARNED FROM THIS CASE
Advertising is hard even if you are not working on advertising.