M&Ms - "Interview :20"

Twix partners with D Double E and Nella Rose to launch the first-ever Twixmas anthem,
tapping into the vibrant world of UK grime and keeping the festivities going during this
post-Christmas moment.

This Twixmas – the name for the period between Christmas and New Year - Twix redefines
the post-Christmas lull with new campaign ‘Twixmas Time’. The song, written by T&Pm
creatives in collaboration with D Double E to a backing beat by Sir Spyro, will play out
across a social media campaign.

Launching on TikTok, the driver of viral music culture, the anthem is set to be the antidote
to the repetitive festive tunes that Brits want to hit pause on by the time Christmas Day
is over, as the brand sets out to be a go-to treat for the aptly named Twixmas period.

From the 27th December, D Double E and Nella Rose will be encouraging Brits to embrace
having no routine, prioritise themselves and feel liberated from their festive duties, with
the Twixmas track. The collaboration will see them encouraging consumers to share how
they slay #Twixmas using the TikTok sound on their social platforms.

The campaign will also include creator collabs with influencers including Wes Nelson, Starr
Kiely, Sam Craske and The Famileigh, hosting ‘Glowing Up, Dressing Down’ challenges. In a
bid to ditch the GRWM vids in favour of being a couch potato, they’ll be showing how they
unwind and stay cosy at Twixmas whilst blasting the track, to encourage UGC featuring
the song.

Lauren Godfrey, Leading Mars Wrigley’s Festive Season said, “The unique Twixmas period
reminds us that sometimes, the best gift is to simply unwind. We're excited to partner
with D Double E and Nella Rose to create a campaign that resonates with consumers
during this unique post-Christmas period and will encourage everyone to embrace and
share their simple joys at this time of year.’

Beyond the talent pages, Twix will be activating content across paid media channels and
through an earned media campaign revealing the nation’s Twixmas habits.

The campaign, activated by creative agency T&Pm, booked by Essence Mediacom and
with PR support from Ketchum and influencer activations from GOAT, will be live from 27th
– 31st December. 

Find out more about the Twixmas campaign here: www.twix.co.uk/twixmas.