TWIX launches limited-edition hallowmas collection
The launch marks TWIX’s boldest seasonal crossover yet, bringing festive flair to October’s favorite Halloween night.
USA — TWIX®, part of Mars Wrigley North America, is blending Halloween and festive traditions this year with the debut of Hallowmas™, introducing limited-edition TWIX Hallowmas™ Packs, a New York City pop-up experience, and the TWIX Candy & Cash Sweepstakes, offering US$20,000 in prizes.
The TWIX Hallowmas™ Pack, available exclusively at the TWIX Hallowmas website, includes two themed treats: TWIX Ghoulish Green Fun Size, a green cookie twist on the classic bar, and the NEW TWIX Snowman, a holiday-shaped bar debuting early for Hallowmas™.
The packs retail for US$2 beginning Oct. 22, with a restock scheduled for Oct. 29.
Tim LeBel, President of Sales and Chief Halloween Officer at Mars Wrigley North America, commented, “Halloween falls on a Friday this year for the first time in over a decade, which means more celebrations, more trick-or-treaters, and more TWIX. We’re excited to give Hallowmas™ its moment, a mashup that celebrates both holidays at once, something only TWIX, the brand of two, can deliver.”
To bring the spirit to life, TWIX has introduced Zombie Claus, a festive, character-driven Santa who blends eerie Halloween fun with holiday cheer. Zombie Claus will appear across social channels and at the TWIX Hallowmas™ Grotto, a two-night pop-up event in Brooklyn, New York, running Oct. 31–Nov. 1 from 4:00 p.m. to 11:00 p.m. ET.
Visitors can expect jump scares, remixed carols, photo opportunities, and free TWIX Hallowmas™ Packs for the first 100 guests each night.
Fans can also enter the TWIX Candy & Cash Sweepstakes for a chance to win double the rewards – a US$20,000 cash prize and a year’s supply of TWIX.
To participate, fans can comment on the brand’s sweepstakes post, tag a friend, and share their Hallowmas™ spirit using #TWIXSweepstakes. Full terms are available at the TWIX hallowmas website under terms-and-conditions.
The launch complements Mars’ broader seasonal lineup, including its limited-edition Mars Tails & Treating Packs, which combine classic confections like M&M’S®, SNICKERS®, and SKITTLES® with pet-friendly treats from GREENIES™, PEDIGREE®, and TEMPTATIONS™ — the company’s first-ever Halloween packs designed for both people and pets.
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