Twix is shining a light on arguably the most under-utilised marketing moment of the festive period: Twixmas.

That time of the year between Christmas and New Year when it is so easy to lose track of what day it is, is the creative spark for a new Twixmas anthem from T&Pm.

The brand has teamed up with D Double E and Nella Rose to launch the first-ever Twixmas anthem, using the power of UK grime culture to hero the post-Christmas moment where many consumers can embrace the art of doing nothing.

The song, written by T&Pm creatives in collaboration with D Double E to a backing beat by Sir Spyro, will play out across a social media campaign.

Launching on TikTok, the campaign aims to remind consumers of Twix as the go-to treat for the aptly named Twixmas period.

Launching on the 27th of December, D Double E and Nella Rose will be encouraging Brits to embrace having no routine, prioritise themselves and feel liberated from their festive duties, with

the Twixmas track. The duo will also be encouraging consumers to share how they slay #Twixmas on social platforms.

The campaign will also include creator collaborations with influencers including Wes Nelson, Starr Kiely, Sam Craske and The Famileigh hosting ‘Glowing Up, Dressing Down’ challenges.

In place of the usual 10-step no makeup make-up routines and glow ups the challenges will encourage consumers to ditch the glam in favour of embracing the joy of being a couch potato.

Lauren Godfrey, who is leading Mars Wrigley’s Festive Season, explains: “The unique Twixmas period reminds us that sometimes, the best gift is to simply unwind. We're excited to partner with D Double E and Nella Rose to create a campaign that resonates with consumers during this unique post-Christmas period and will encourage everyone to embrace and share their simple joys at this time of year.’

Twix will be activating content across paid media channels and through an earned media campaign revealing the nation’s Twixmas habits.

The campaign is supported by Essence Mediacom, PR support from Ketchum and influencer activations from GOAT. It will run across the ‘twixmas’ period of the 27th to the 31st of December.