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THE BEST PART OF WORK IS WHEN YOU’RE NOT WORKING. TWISTOS.
Twistos was a new kind of snack. Part toast, part cracker, it did not fit neatly into any existing category.
Instead of explaining what it was, we focused on when it belonged: the break.
Work is supposed to be about working. Funny how the stories people remember usually happen in between.
That observation became the platform: the best part of work is when you’re not working.
Four years after launch, one in ten people in Argentina was eating Twistos.
The platform won the 2010 Grand Effie Argentina.
The brand went on to expand at roughly two countries a year, eventually reaching 12 markets,
including Canada, Poland, Saudi Arabia and Egypt.
Created at BBDO Argentina, I worked on the platform as a copywriter.
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