The Hershey Company this summer hit the road with the Twizzlers Irresistible Summer Road Trip, a cross-country effort to promote its newest flavor, Twizzlers Sweet & Sour Filled Twists. The eight-market tour, which launched July 26 in Chicago and ends Sept. 19 in St. Louis, is traveling to family festivals, sporting events and beaches where it distributes samples and engages consumers with music, games and prizes. It also ties in with events sponsored by radio stations when possible.
The tour travels in a branded Toyota FJ Cruiser and trailer, and spends a week in each market. Chicago stops included Michigan Avenue, a Cubs baseball game, the Taste of Lincoln Avenue festival and community softball fields.
Twizzlers Crew members wear custom-designed Twizzler backpacks accented with eight-foot-tall Twizzler replica candies and sampling trays with built-in iPods that play dance music. The team encourages passersby to dance in a “Twizzler Twist-Off,” which they film on Flip Video Camcorders, and then they award jump ropes, cooler bags, backpacks, pool rafts and pool noodles as prizes. The best moves will be compiled into a video that will be shared on Facebook and YouTube at the conclusion of the tour.
“This summer Twizzlers took the ultimate road trip where we sampled our newest Sweet & Sour flavored Twizzlers at various events and locations across the country,” Anna Lingeris, public relations and brand communications manager at Hershey’s, told Buzz. “The experience tied to the fun, playful aspects of the Twizzlers brand by engaging consumers in fun activities, such as the Twizzlers Twist Off.” Agency: Marketing Werks, Chicago.