Twizzlers were first produced in 1929 by Young and Smylie, as the company was then called. After a long time in the market, Twizzlers needed some help in 2012 to get engagement in their social media platforms, so in 2012 they held a contest to design a campaign to get them going. My concept was called eating optional. The idea was to create a guide inside each package, inspiring the consumer to build objects from the candy, and sharing it with their friends.