Twisties is set to be the first snack in Malaysia to be launched into the edge of space this 28 October in celebration of its new package launch.
The new package follows Twisties’ new positioning and tagline, ‘Life’s Better Twisted’, which was launched early this year.
As part of a year-long initiative to tell consumers of the new positioning, it is currently running its ‘Click to Launch’ campaign in getting 100,000 pledges through the Twisties Malaysia Facebook page, where consumers can pledge support via the ‘Click to Launch’ app.
Fans can also stand a chance to launch their personal belongings by nominating their item of choice via the app and share a compelling story on why they should be chosen.
Kieren Lim, senior brand manager for snacks, Kraft Malaysia, said Twisties believes life is better when it is lived in a bold, wacky and unpredictable manner.
“No Malaysian snack brand has ever been to the edge of space before and this is exactly why we are doing it and allowing our fans to be part of this. By doing this, we hope to inspire young Malaysians to chase their dreams and live their lives ‘twisted'”, added Lim.
In line with Twisties taking flight, it has created a short film of a budding Malaysian “astronaut” who aspires to take off.
A special launch event and roadshow will be held on 28 October at Sunway Pyramid, where consumers can view the video unveiling of the Twisties pack being launched into the edge of space, which will take place in Australia.
All six Twisties flavours will see new pack designs, to be unveiled on the day.