A few years ago, Twizzlers, once America’s favorite candy, had been left in the dust. It was time to remind people exactly why they love this chewy candy. Research showed us that the iconic brand was loved for more than just its flavor, it’s also the act of chewing people love – it’s a de-stresser that helps you think and process. 

My team and I developed a brand platform that reflected Twizzlers’ true role: a delicious way to process your thoughts —literally positioning it as food for thought. After establishing Twizzlers' new brand world, we asked all Twizzler-fans out there a fundamental question, and asked them to "Chew On It" by launching a limited series of "Izzlers", sold in-store and online.