creative • xm • talent & influencers

untwist road trip

this summer, ontarians were craving a sweet escape

With summer fast approaching and Ontarians spending much of early 2021 in lockdown, consumers were searching for a way to relax and unwind with their loved ones. However, with Covid-19 threatening a second summer of getaways with restrictions and heightened travel protocols, our consumers were turning once again to the classic summer escape: the road trip.

harnessing the nostalgic power of twizzlers

After more than a year of uncertainty, fear and burnout caused by the pandemic, Twizzlers saw an opportunity to contemporize the brand while tapping into the “untwist” need state. As weekend road trips were planned, and cottage escapes were booked, Twizzlers sought to recreate the iconic road trip moment and help families return to simpler times, with the help of a timeless road trip snack.

untwisting on the road

Tapping into the retro appeal of the road trip moment, we brought to life the Twizzlers RV, a nod to the nostalgic joy of long rural drives, road trip playlists, and indulgent snacks.

showing up for travellers

Our teams were there for weekend travellers, acting as a pit stop along key road trip routes across Ontario.

giving them the goods

An interactive footprint allowed us to disrupt the road trip pit-stop and  inject moments of much needed light-hearted fun through games, exciting prizes, and delicious Twizzlers samples.

building the narrative

To support contemporizing the brand and cement the association to the road trip consumption moment, we worked with curated content and media partners to create engaging content with a wide reach.

bringing it all back

Strategic influencer partners told their own road trip stories, helping extend the summer road trip narrative beyond the RV itself, and drawing meaningful engagement from their online communities.

spreading the summer fun

Working with on-brand media and influencer partners to promote each road trip location extended our reach to consumers beyond Cottage Country.