Twix Kicks X The Shoe Surgeon

Twix revived the 90’s favorite Twix Cookies & Cream flavor and wanted to make a splash while doing so. We decided to tap sneaker culture to help us launch the new bars. We used the insight of “cookies and cream” colorway being the nick name for black and white sneakers to be our way into the culture. Knowing sneaker culture is not welcoming to outsiders, we knew we had to do it right or fail. Authenticity was also critical so we tapped the top sneaker customizer, The Shoe Surgeon, and the top sneaker unboxer, Jacques “Kustoo” Slade.

We created a fake sneaker review show to go along with our launch. Teasing the shoe and generating hype of this ‘fire’ and ‘savage’ sneaker. Keeping with the Left and Right nature of Twix, we used the same actor for both roles and most didn’t even notice.

Just like Left and Right Twix don’t go into the same pack. The Twix Kicks needed a special package. We designed a custom soles up box for the sneakers so two sneakers never touched and had uniquely different messages for each side of the box. My sculptural and prop making background came in handy when it came to solving some of the complexities of the box, including me building a prototype for the vendor and being onsite to help trouble shoot on at the early stages of the project.