Client: Twizzlers

Role: Copywriter

Insight: Fans of black licorice prefer it because of its sophisticated taste.

Ask: Rebrand black Twizzlers to appeal to a new audience. 

Concept: Treat Twizzlers Black as licorice reserved for the top shelf.

Social

Through the Twizzlers Instagram channel, the labor intensive process is highlighted. Showing what separates Twizzlers Black from a normal licorice.

Twizzlers Black Speakeasy

If you enjoy black licorice, it can feel like people are judging you constantly. Wouldn’t it be amazing to gather with fellow Twizzlers Black fans in a safe space with free Twizzlers, drinks, and live music? If you’re a black licorice hater, don’t worry about why all those people are heading through a secret door in the back of the bar. Nothing to see here.

Souvenier

A gift for those who gathered at the speakeasy. Includes a limited edition box of Twizzlers Black, Twizzlers Black perfume, a Twizzlers Black robe, and a Twizzlers Black candle.