Since 1982, Twister has been a beloved ice cream, but as its young-at-heart fans have grown older, they’ve found the portion size of their favorite treat hasn’t grown with them. The nostalgia remains, but the satisfaction diminishes as the ice lolly feels too small to satisfy their grown-up cravings.
As we grow up, the portion sizes of childhood ice creams stay the same. This mismatch between our physical growth and unchanged portion size has led to a loss of satisfaction over time.
To reignite the love for Twister, we introduced the Cream Mass Index (CMI)—a fun, custom formula that calculates a fair portioned ice lolly based on the size you enjoyed as a kid. With this, Twister offers appropriately sized lollies that satisfy today’s grown-up cravings while keeping childhood joy intact.
We launched the campaign with a guerrilla marketing strategy, hijacking famous European sculptures with playful messaging to spark curiosity. These sculptures directed people to Twister trucks, where they received custom-sized lollies tailored to their personal CMI. The campaign expanded through digital platforms, social media, out-of-home (OOH) advertising, and e-commerce channels, ensuring widespread engagement and interaction with Twister’s new fair-portioned treats.
This campaign not only rekindled consumers’ love for their favorite childhood ice cream but also provided a grown-up experience that balanced nostalgia with indulgence, ensuring Twister continues to grow with you, no matter your age.
