Remember the #IceBucketChallenge of 2014, when celebrities dumped buckets of ice water over themselves in various iterations to help Lucious Lyon find a cure to fund research on ALS? Well, in a very smart bit of #branding, Twizzler is creating the #TwizzlerChallenge to raise awareness around autism. J.J. Abrams and Chewbacca demonstrated how to do the challenge on Jimmy Kimmel Live!, where things got a little, um, hairy.
