Snack Brand Twisties Serves up One-Of-A-Kind Merchandise for Obsessed Malaysians

Action figures with heads of bread. Bicycles with cheese curl handlebars. Chinese chess sets pitting blobs of butter against coconut jam. These are just some of the items in Twisties’ Kaya Butter Everything Collection by Mondelēz, Publicis Groupe and Leo Burnett Malaysia.

Crafted with a tongue-in-cheek attention to detail, the collection is inspired by Malaysia’s obsession for its local coconut jam, butter and bread snack. An obsession which can now also be satisfied with the new Twisties Kaya Butter Toast flavour.

“Nothing reflects our obsessions more than the things we own. But as the Twisties brand stands for embracing our own individual twists, we wanted to go beyond the usual t-shirts or enamel pins - and get really weird with it,” says executive creative director Iska Hashim.

According to creative group head David HK Tan: "The team had a lot of fun in making every aspect of the campaign feel authentic. For instance, our Action Figure included swappable heads and accessories, like any real toy. And we even produced a retro '90s style commercial for it - complete with an overly-aggressive, in-your-face voiceover!"

"When crafting each piece of merch, the brand's ethos of "Embrace Your Twists" meant being hyper self-aware and meta. Our packaging descriptions humorously called out the lack of some item's practicality. And we even swapped out barcode lines for misshapen Twisties," added senior copywriter Vick.

Over 170 items have been produced for the collection, and are being given away online alongside packs of the new Twisties - ready for Malaysians to embrace their obsession for Kaya Butter Toast in every way imaginable.