D Double E and Nella Rose Launch First-Ever 'Twixmas' Anthem for Twix

Snack brand Twix just launched a new holiday campaign, enlisting the help of British DJ D Double E and media personality Nella Rose to create the first-ever "Twixmas Anthem."

Made together with WPP-owned creative and media agency T&P, the U.K. grime-inspired anthem taps into the period between Christmas and New Year when people don't know whether to relax or find something better to do with their time.

Launching on TikTok, the brand hopes its new track will be the festive anthem, cheering up Brits experiencing confusion during Twixmas, encouraging them to embrace unwinding between the two holidays.

@lionsgateuk i don’t know how much more party food i can take #theprincessbride #twixmas ♬ original sound - Lionsgate UK

And with how similar the brand's name is to the infamous period, Twix hopes to be the go-to treat for those dealing with Twixmas. 

By harping on a common feeling experienced by consumers during the holiday season, Twix's brand marketing strategy allows it to be seen as a brand that understands its consumers' struggles, lifting their moods with lighthearted jams that get the festive vibes back on track. 

Partnering with skilled ad agencies can help brands craft campaigns that tap into relatable moments, turning them into opportunities for connection and engagement.

It's Twixmas Time!

The short one-minute spot "Twixmas Time" goes straight into the grime beat, with D Double E speaking on the confusion that comes with the Twixmas period, figuring out whether you want to work or relax within the five days. 

"It's that time when you're not even sure what day of the week you're on. Do nothing with your PJ's on, Christmas time you can do what you want," the DJ raps. 

 

 

 

 

 

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A post shared by D Double E (@omygoshitsddoublee)

Rose then asks him to elaborate, and so he describes Twixmas time as a period to meditate, order takeout food, not leave the sofa, and put your headphones on throughout the day. 

"Oh, I get it, minimum effort," Rose responds, as the two begin to do activities they enjoy: playing video games and baking. 

The spot ends with a hook, with D Double E repeatedly rapping "It's Twixmas time."

Previously, McCain Foods and adam&eveDDB launched a campaign for the new snack brand TAST!EZ.