Twisties has introduced a new limited-edition flavour, Sour Blueberry, which features a distinctive tongue-turning blue effect. The campaign for this new product is spearheaded by VaynerMedia and Mango Communications, aiming to capture the attention of Gen Z and Millennials by leveraging Y2K aesthetics and nostalgia.

The new flavour was initially launched exclusively at 7-Eleven stores in early April, before expanding to national retailers in May. This release follows a series of unconventional flavours introduced by Twisties, including Twisties Caviar, Fortune, and Spicy Ramen in 2024, and Twisties Donut King and Raspberry in 2023.

Twisties, an iconic Australian brand under PepsiCo’s ANZ Foods division, has been known for its unique flavours since its inception in 1950. The campaign for the Sour Blueberry flavour was launched on 31 March, generating significant attention and engagement across both earned and owned channels.

Twisties Brand Manager, Simon Odisho, said, “Twisties has always been about having fun and little bit of mischief. When we decided to bring back the blue-tongue effect, we wanted to make sure it felt fresh and relevant for today’s consumers.” He further added, “Twisties Sour Blueberry delivered on that promise – a brand-new, zesty flavour, our signature Twisties crunch and a vibrant, visual payoff that’s impossible to miss.”

The campaign’s strategy taps into the desire for novel experiences among younger consumers, while also appealing to older audiences through nostalgic elements. Odisho added, “The campaign appealed to Gen Z’s appetite for shareable, playful content and tapped into the nostalgic cues that resonate with older audiences who remember the original.”