MEGHAN GULLEY
Copywriter
Client: Toyota
Twizzlers
Owning Twizzlers' reputation and revealing the "twisted" in everyday.
Project Type: Student Work
Client: Twizzlers
Role: Copywriter
Date: 2022
Graphis New Talent Annual 2023 Silver Award | Published in Ads of the World 2022
Twisted
Twizzlers have a very specific place in the candy ecosystem: people like them… eventually. They’re the treat you eat when the real treats are already gone. Which means if Twizzlers are your favorite candy,
you might be a little twisted.
Instead of ignoring that cultural truth and pretending Twizzlers were secretly everyone’s favorite, we embraced it. If Twizzlers are your favorite candy, you might be a little twisted — but that's okay. When you look closely, a lot of things are.
This campaign looked at stories we think we know and revealed delightfully twisted threads woven through all of them. The takeaway? ​If loving Twizzlers is twisted, you’re in very good company.
Extensions
A partnership with Cards Against Humanity that leans into the game’s signature dark humor to spotlight the twisted parts of everyday life.
Together, their playful cynicism meets the literal twist of Twizzlers in a limited-edition expansion pack that surfaces the crooked, off-beat, and oddly delightful truths people usually keep to themselves.
CARDS AGAINST HUMANITY
A sponsored Hinge prompt inviting potential matches to bond over the twisted habits we all have but rarely admit. Because in dating—just like in candy—the unexpected twists are often the most interesting part.
HINGE