TWIX launches new bite-size candy, partners with LiAngelo Ball for national campaign
NEW JERSEY — TWIX has introduced a new bite-size version of its signature candy and partnered with rapper and former professional basketball player LiAngelo Ball to promote the launch, the company announced.
The new product, called TWIX Bits, combines the brand’s chocolate, caramel and cookie layers into a smaller, poppable format. The launch is part of a broader campaign centered on the idea of embracing multiple talents and interests.
“My life has been about having multiple passions, and from the court to the studio, I’ve always aspired to be the best at both. TWIX is on the same vibe with that creamy, crunchy combo, so this partnership was a no-brainer,” said Ball. “I’m excited to help TWIX launch the new TWIX Bits and ready to see the fans fully flex their own talents, because choosing is overrated.”
As part of the promotion, TWIX is offering a nationwide sweepstakes giving fans the chance to win a “Two-Way Contract” and $2,000 to support their personal projects and talents. Entries are open through April 27 via the company’s website and social media platforms.
“TWIX has always been the brand of two, and we want everyone to embrace the two-ness within themselves, too. The new TWIX Bits has the creaminess and crunchiness you love in one bite, and we couldn’t think of a better partner than LiAngelo Ball to help us launch this innovation,” said Martin Terwilliger, marketing vice president for Mars Snacking. “We’re double excited that we can celebrate our fans and encourage them to continue to fuel their two-sided talents.”
The campaign highlights what the company describes as a growing trend of consumers pursuing multiple interests, while tying that theme to the brand’s long-running “two is better than one” messaging.
