February 9th will be launch of the advertising campaign "Pause More. See More" by TWIX. This campaign aims to launch a Movement to Pause, a concept implemented by the brand, which focus the strategy on the new positioning of TWIX, as the perfect snack while taking a break.

The brand’s strategy is to point out a new approach, to be adopted by consumers, that honors people living life well and encourages all others to adopt a positive attitude. This new state of mind is characterized by the enjoyment of freedom and simple pleasures, and the trend to look at the bright side of life, in every pause.

Accordingly, the main goal of the Movement to Pause is to celebrate the small pleasures of life like sleeping in the grass, watching the sunrise and sunset, jumping on the bed, dancing ... indeed, Twix believes that pause is a universal need to have the freedom to enjoy every moment.

"Using the pause button in a world always on the move, would help us to appreciate life and to just be ourselves. Taking advantage of the small pauses during our busy life, allows us to see the positive side of life, and to find the best quality of each individual around us, in a relaxed and positive way”, said Eduardo Oliveira, Brand Manager of Twix.

The relaxed 30'' TV spot, running in the SIC and TVI channels, shows a young man who is sitting in the grass of a park enjoying the moment with Twix. During the spot, which is accompanied by a relaxing music, we can see through his eyes a positive and fun perspective of everything that surrounds him.

The TV spot, created by TBWA and locally adapted, will be followed by promotional actions at the points of sale. The Movement to Pause will be nearby throughout 2009 with actions that will allow consumers taking pleasure in the small things of life.

Patrícia Ferreira
E: pferreira@grupogci.net
T: + 351 21 359 15 22