The TWIX x The Shoe Surgeon Collab Boasts Cookies & Cream Colors
Laura McQuarrie — January 16, 2020 — Fashion
References: Twix & prnewswire
To kick off the national rollout of Twix Cookies & Creme bars, the candy bar brand collaborated to create the limited-edition TWIX x The Shoe Surgeon sneaker.
Twix built an entire campaign around Twix Left and Twix Right, even going as far as creating unique packages for the candy bars and inviting fans to choose a side—which sparked online debates on whether or not there's truly a difference in the way the caramel is placed on the cookie section. In keeping with this long-lasting marketing stunt, the sneakers boast a tearaway element that mimics the candy bar's wrapper, so that a different design can be revealed.
Just 100 pairs of the limited-edition sneakers will be made and given away at upcoming events.
Twix built an entire campaign around Twix Left and Twix Right, even going as far as creating unique packages for the candy bars and inviting fans to choose a side—which sparked online debates on whether or not there's truly a difference in the way the caramel is placed on the cookie section. In keeping with this long-lasting marketing stunt, the sneakers boast a tearaway element that mimics the candy bar's wrapper, so that a different design can be revealed.
Just 100 pairs of the limited-edition sneakers will be made and given away at upcoming events.
Trend Themes
1. Candy-themed Sneakers - Opportunity for sneaker companies to collaborate with candy brands and create limited-edition candy-themed sneakers.
2. Unique Packaging Campaigns - Opportunity for brands to create unique packaging and engage consumers in online debates, sparking brand loyalty and excitement.
3. Tearaway Design Elements - Opportunity for fashion brands to incorporate tearaway design elements in their products, allowing for customization and multiple looks.
Industry Implications
1. Sneaker Industry - Collaboration between sneaker companies and candy brands can create a new market for limited-edition candy-themed sneakers.
2. Candy Industry - Candy brands can leverage collaborations with fashion brands to create buzz and increase brand awareness.
3. Fashion Industry - Fashion brands can incorporate tearaway design elements in their products, providing customers with customizable options and variety.
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