Twix (Raider): The successful rebirth of a brand

In Scandinavia, up until 1998 Mars' Twix brand was known as Raider. This was due to contractual issues. The name change from Raider to Twix was risky - Mars' research showed this usually resulted in an immediate fall in sales of 1015%. However, Twix achieved 5% growth and avoided damaging its brand awareness