Twizzlers taps Facebook lens for ‘World Smile Day’

Twizzlers rolled out a branded Facebook lens that superimposes a virtual candy rope and brand logo over real videos of users in its latest campaign, “You can’t be serious with Twizzlers,” in honor of World Smile Day on Oct. 6, according to MediaPost. The campaign also includes seven TV spots, a long-form video, content created by six social media influencers and hashtag #Twizzlering to connect fans and serve as a hub for user-generated content.

The Hershey Company brand initially claimed the lens was the first brand partnership for the Facebook feature, which launched in March, but later retracted the claim, MediaPost reported. The brand is still an early adopter of the feature. Users can access the lens by clicking on the camera or Stories sections in the Facebook app.

The campaign originally launched in spring 2016 based on “poking serious people and catching their unserious reactions,” according to Mona Hasan, creative director at CP+B, the agency behind the campaign. “This filter is our way of loosening them up.”

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