{"id":6,"date":"2024-08-20T14:00:00","date_gmt":"2024-08-20T21:00:00","guid":{"rendered":"http:\/\/ispot-local.local\/?p=6"},"modified":"2025-06-02T08:22:54","modified_gmt":"2025-06-02T15:22:54","slug":"creative-outcomes-behind-viewer-enthusiasm-for-motorcycle-gang-from-twix","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/creative-outcomes-behind-viewer-enthusiasm-for-motorcycle-gang-from-twix\/","title":{"rendered":"Creative Outcomes | Behind Viewer Enthusiasm for &#8220;Motorcycle Gang&#8221; from Twix"},"content":{"rendered":"\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Mars has launched a new spot, posing a question that many of its fans have asked on the Prodtastic Twix bar: \u201cIs it just a cookie in disguise?\u201d<\/p>\n\n\n\n<p>In this campaign, Mars positions the snack as a unique &#8220;cookie&#8221; offering in the chocolate candy category\u2014the best of both worlds. It shines a light on the brand\u2019s distinct flavors and textures.<\/p>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Here\u2019s what iSpot\u2019s Creative Assessment platform revealed on actual viewer response to the ad.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/08094132\/Twix-Creative-Spotlight.png\" alt=\"\"\/><\/figure>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>The Details:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The :15 &#8220;Motorcycle Gang&#8221; earned excellent breakthrough (Attention and Likeability) through the engaging characters and Prodtastic Twix bar itself, ranking in the candy and gum category&#8217;s top decile on every consumer performance measure (past year):&nbsp; <br \/><br \/><ul class=\"wp-block-list\"><li>Viewers appreciated the Change in direction and the very Funny storyline, which found a strong audience among the target 16-20 audience as well as other viewer segments.<\/li><\/ul><br \/>\n<ul class=\"wp-block-list\">\n<li>The Twix brand was central to the creative (with 84% unaided recall), while 71% reported increased intent (+10 pts vs norm).<br \/><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/08094128\/iSpot-Twix-Motorcycle-Gang-v4-09.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Second-by-second trace reflects very high and early engagement for the :15 &#8220;Motorcycle Gang&#8221; even among the difficult-to-engage 16-20-year-old audience, vs the :30 \u201cDisguise\u201d spot.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/08094124\/iSpot-Twix-Motorcycle-Gang-v4-06.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8220;Motorcycle Gang&#8221; landed positively across consumers of chocolate candy as well as other candies and gums and a healthy 62% of all sentiment on the ad was positive\u2014indicating broad appeal:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>Positive sentiment reflected the engaging, creative, and humorous concept as well as love for\u2014and increased desire for\u2014Twix.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/08094116\/iSpot-Twix-Motorcycle-Gang-v4-01.png\" alt=\"\"\/><\/figure><\/div>\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/08094121\/iSpot-Twix-Motorcycle-Gang-v4-04.png\" alt=\"\"\/><\/figure>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Sample comments on &#8220;Motorcycle Gang&#8221; :15<\/strong><\/p>\n\n\n\n<p><strong>\u201cI think the way this ad was presented got my attention and was very humorous. It was something that is not usually seen and is different.\u201d<\/strong><br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p><strong>\u201cBikers + candy = easy win. Who doesn&#8217;t love candy and bikes? Like come on.\u201d<\/strong><br \/><em>Male 21-35<\/em><\/p>\n\n\n\n<p><strong>\u201cIt was more interesting than most advertisements tend to be.\u201d<\/strong><br \/><em>Male 16-20<\/em><\/p>\n\n\n\n<p><strong>\u201cThe advert was very eye-catching, from the solemn music to the products being advertised. It&#8217;s a great and brilliant ad.\u201d<\/strong><br \/><em>Female 21-35<\/em><\/p>\n\n\n\n<p><strong>\u201cI loved everything about this ad, the product, the video, and production quality. Made me want to buy Twix.\u201d<\/strong><br \/><em>Female 16-20<\/em><\/p>\n\n\n\n<p><strong>\u201cThe ad was funny. A little different for this brand. It made me hungry. I\u2019m craving Twix now.\u201d<\/strong><br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Being an election year, it is prudent to measure response across political party affiliations, which confirmed broad media programming is appropriate:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>The :15 was also a solid hit across ethnicities.<br \/><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/08094125\/iSpot-Twix-Motorcycle-Gang-v4-07.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Response to the :15 &#8220;Motorcycle Gang&#8221; was notably stronger than the brand\u2019s :30 &#8220;Disguise,&#8221; with the short-form ad ranking second among candy and gum ads over the past year in overall response:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>While several of Mars\u2019 M&amp;M&#8217;s spots were also top performers, &#8220;Motorcycle Gang&#8221; trailed only Reese&#8217;s &#8220;Say It, Then Eat It&#8221; in driving consumer intent.<br \/><br \/><\/li>\n\n\n\n<li>As such, there is opportunity for Mars to focus media spend on the :15 creative to both maximize intent and optimize their budget.<br \/><br \/><\/li>\n\n\n\n<li>Our iSpot media measurement reports 109.6M national linear Impressions delivered on &#8220;Motorcycle Gang&#8221; over the two weeks ending 6\/18\/24, with no airings for the :30 creative at this time.<br \/><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/08094129\/iSpot-Twix-Motorcycle-Gang-v4-10.png\" alt=\"\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/08094118\/iSpot-Twix-Motorcycle-Gang-v4-02.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/08094120\/iSpot-Twix-Motorcycle-Gang-v4-03.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Twix ranked 14th among candy &amp; gum ads in national linear Impressions delivered over the 14 days ending 6\/18\/24:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>Given the exceedingly positive response to &#8220;Motorcycle Gang,&#8221; consideration of additional budget against this spot to establish a stronger SOV could be warranted for the brand.<br \/><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/08\/08094126\/iSpot-Twix-Motorcycle-Gang-v4-08.png\" alt=\"\"\/><\/figure><\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ispot.tv\/demo\">Schedule a demo<\/a> to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve\u2014and outperform\u2014campaign objectives.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mars has launched a new spot, posing a question that many of its fans have asked on the Prodtastic Twix bar: \u201cIs it just a cookie in disguise?\u201d In this campaign, Mars positions the snack as a unique &#8220;cookie&#8221; offering in the chocolate candy category\u2014the best of both worlds. It shines a light on the&#8230; Read More<\/p>\n","protected":false},"author":16,"featured_media":22449,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[500,497],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/6"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=6"}],"version-history":[{"count":7,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/6\/revisions"}],"predecessor-version":[{"id":23778,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/6\/revisions\/23778"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/22449"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=6"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=6"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=6"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=6"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}