UM and Twizzlers tapped into the viral “dirty soda” craze with Twizzlers Straws, a playful new format designed to bring customized, café-style soda hacks into everyday homes. Inspired by TikTok’s endlessly remixable drinks that blend carbonated soda with coffee creamer and flavoured syrups, the launch positions Twizzlers as both ingredient and straw-like stirrer for indulgent DIY beverages. The campaign roll-out leans into a social-first strategy, combining creator mailers, influencer partnerships, and paid amplification across TikTok, Instagram, and podcasts. The launch aims to turn online curiosity into at-home consumption by meeting consumers where trends begin and spread.
Click here to read more.