Grime is huge with the UK’s cool young things, Twix wants to be huge with the UK’s cool young things, so agency T&Pm has amped up its seasonal ownership of Twixmas – the period between Christmas and New Year with a very convenient name for Twix – with the world’s first-ever Twixmas anthem, a grime track by D Double E and Nella Rose.

Twixmas Time heroes the post-Christmas lull with cool ideas on how to use it and an antidote to the repetitive festive tunes that Brits want to hit pause on by the time Christmas Day is over.

The song was written by T&Pm creatives in collaboration with D Double E to a backing beat by Sir Spyro and is being aired across a social media campaign that launched on TikTok.

From December 27, D Double E and Nella Rose will be encouraging Brits to embrace having no routine, prioritise themselves and feel liberated from their festive duties and  asking Brits to share how they slay #Twixmas using the TikTok sound on their social platforms.

The campaign will also include creator collabs with influencers such as Wes Nelson, Starr Kiely, Sam Craske and The Famileigh, hosting Glowing Up, Dressing Down challenges.

The campaign will be amplified across paid media channels and through an earned media campaign revealing the nation’s Twixmas habits.

Credits:

Client: Twix
Creative Agency: T&Pm
Media: Essence Mediacom
PR: Ketchum PR & Born Socia
Influencer Agency: GOAT