Twix (Raider): The successful rebirth of a brand - IPA Effectiveness Awards Case Study 2000

Brief Description: In Scandinavia, up until 1998 Mars' Twix brand was known as Raider. This was due to contractual issues. The name change from Raider to Twix was risky - Mars' research showed this usually resulted in an immediate fall in sales of 1015%. However, Twix achieved 5% growth and avoided damaging its brand awareness ;---(TAGS)--- Full Title: Raider = Twix : the successful rebirth of a brand ; Number: 2000/45 ; Brand Name: Raider ; Twix ; Client: Masterfoods Scandinavia ; IPA_ProductCoding: Food (Confectionery - chocolate) ; Agency: D'Arcy Copenhagen ; Author: Suzanne Hornsleth ;