Twizzlers

^{Project: Edible Straws (Influencer)}

The problem: 
Capitalizing on the trend of doing away with plastic straws, Hershey wanted to re-introduce the classic Twizzlers as a straw. We were challenged with influencing consumer behaviour, in a way which didn’t spark controversy or debate around the banning of plastic straws.

The solution: 
We knew that nobody was going to use a Twizzlers straw in their 17-year-old scotch. Acting as both copywriter and lead strategist on the campaign, I developed a creative concept which would see Canadian influencers from both comedy and food verticals build the most elaborate drinks possible—the kind that could only be topped off with a Twizzlers straw.