Everyone knows Wetzel’s. Hollywood’s favorite fresh-baked snack shows up on late night, in sitcoms, and in the hands of celebs and their kids (Ben & Jen, we’re rooting for you!). We’ve been building the Wetzside fanbase for years, growing Wetzel’s social media, making National Wetzel Day a can’t miss event, and helping them increase sales year after year.
This month, Wetzel’s took a twist to the wild side and launched Twisted by Wetzel’s. They took their fresh-baked pretzels and loaded them with toppings, turned them into hot dog buns and reimagined them as ice cream cones. We’ve been with them every step of the way, creating a new brand that’s colorful, indulgent and speaks to the Gen Z & younger millennial audience they’re targeting. Twisted is rooted in Wetzel’s core branding, but bigger, better and more modern. Not unlike a Nashville Hot Pretz with Benefits, now that we think about it.
From an interior filled with pops of color and secret messages, to social media that makes you crave a sriracha-sauced hot dog in a twisted pretzel bun, we brought the Twisted brand to life through interior design, branding and digital marketing. With the help of a strategic opening day giveaway, we’ve already built a tribe of Twisties on social media, growing an audience that nails our demographic and, more importantly, is close to the opening location, so they can get twisted at Twisted.