Marketing
Twisties have been advertised since its last brand overhaul in the late 1990s with the well-known slogan "Life's pretty straight without..." In the English-speaking Oceanic countries where Western vernacular isn't as well understood, its slogan is "Life is fun with..." Typical television advertisements play on the slogan by showing people in mundane situations being transported to surreal and exciting environments when they eat Twisties. Twisties are claimed to be the "number one extruded snack brand" by Smith's.[25]
Twisties, as well as other snack brands owned by The Smith's Snackfood Company, included Oddbodz cards[26] (and later, Space Oddbodz) in specially marked packets for consumers to collect. In late 1996, Oddbodz cards were replaced by Hypa Heads cards, which were available in a 40-card series with a glow-in-the-dark four-image cartoon story requiring a separately purchased Hypervision Viewer.[27] In 2002, Tazo-like (pog-like collectible cardboard discs) Simpsons-themed 'Pickers' discs were included in Twisties packets (as well as other Smith's brands Lay's and Cheetos), which had a velcro backing and could be picked up from the ground with a branded Pickers Bungee Ball.[28] Other branded inclusions were related to Yu-Gi-Oh!, and other popular franchises. This could be attributed to Twisties' success.
Advertising for the snack has almost completely stopped in the last decade in comparison to its past promotions. Twisties' largest (and most expensive) campaign ever was between 1982-1983 with its "Twisties jumper" campaign. Lillian Darrell, a previously unknown actor, played the role of an old woman knitting a Twisties jumper straight from a sheep. The promotion included free knitting patterns and free bags of Twisties. Other promotions were attempted afterwards, but they resulted in little success. Currently, Twisties relies heavily on limited edition flavours to keep hype on a profitable level.
In 1986, Fred Nile complained about a Twisties television commercial to the Advertising Standards Council. He alleged that the Viking-themed advertisement used occult imagery and goats' heads and that it would disturb children.[29] The commercial received a record number of 680 complaints alleging that it was "...demonic and harmful to children," but it was noted that many were in similar handwriting. It was removed from television, this was attributed to marketing reasons rather than the pressure groups.[30]
In 1992, Natalie Imbruglia acted in the role of a waitress in a Twisties ad shot at Taronga Zoo.[31][32] In 2014 while living in London, she said that her mother still posts her packets of Twisties.[33]
In 1995, Twisties was the sole advertising sponsor for the Ten Network's screening of Melrose Place, stating that the two brands worked together as Melrose Place was focused on fantasy and aspiration, and that Twisties are "...fantasy in a pack.". Sponsorship messages were placed at the beginning, middle and end of each episode depicting Melrose Place actors Laura Leighton and Grant Show eating Twisties at home, and Jodie Bissett being served Twisties on a silver platter.[34][35] Neil Shoebridge criticised the advertisements as being "...flat and lifeless," and relying on gimmickry,[36] but Rochelle Burbury credited them as witty, but that the existing old Twisties "air volley ball" advertisement was a detraction.[37]
Twisties has been credited as one of the "...first packaged good brands..." to launch on the internet in 1995 with its 'Space Girls' advertising campaign.[38]
A later promotion was credited as the 'Space Girls Straighten Twisties' campaign, with television advertisements screened in February 1997. The commercial featured a teenage boy being abducted by female space aliens, as they were interested in his packet of Twisties. The commercials were launched at the same time as the premier of the alien-themed Dark Skies series. The website included 'eyewitness reports' of the abduction and hid clues in a fictitious newspaper, the 'Twisted Examiner'. Visitors could download a Twisties screensaver, video and Windows 95 theme pack.[39] As part of the campaign, from August to October 1997, consumers could win $10,000 if they located a straight Twistie in their Twisties packet.[40] From the 13 million packs in circulation, all of the five straight Twisties were found.[41][42]
A 1998 advertisement featured Darren Gilshenan of Full Frontal.[43]
