Twisties brings new twist to packaging

Following its ‘Click to Launch' campaign, which made it the first snack brand in Malaysia to be launched into the edge of space, Twisties unveiled the new packaging for all six flavours.Kieren Lim, senior brand manager for Snacks, Kraft Malaysia, said the change in designs was made based on consumer insights received."Our consumers are always looking for excitement and normal is boring. The pack change was part of our total campaign to communicate Twisties ‘Life's Better Twisted' positioning and how the new Twisties is even wackier, bolder and more unpredictable than before," added Lim.Twisties is running brand activation roadshows featuring anti-gravity cars, AR (augmented reality) booths and other games that are happening concurrently in universities, colleges and selected cinema outlets.It has also tied up again with MTV through its reality-based talent search ‘Twisties Superstarz', which took off in November last year to introduce its two new flavours at the time.Its ‘Click to Launch' campaign received 101,645 pledges, exceeding its targeted 100,000 pledges needed to complete the space launch.It also received a total of 528 entries of people telling Twisties about what items they want launched into space."It is heartening to note that Malaysians do have a quirky sense of humour - some of the wackier items Malaysians want launched into space are - nasi lemak, homework, toilet roll for aliens and even a moaning chicken toy," said Lim.A video documenting the historic journey to space and back was premiered at a launch event at Sunway Pyramid last Sunday (28 October).