Food Trends

Is the Twizzler Challenge the next Ice Bucket?

Matt Lauer and Kathie Lee Gifford prepare to take on the Twizzler Challenge.

Matt Lauer and Kathie Lee Gifford prepare to take on the Twizzler Challenge.  (YouTube/JanuManuNews)

Last summer the ALS Ice Bucket Challenge stormed our social media feeds, raising over $100 million for Lou Gehrig's disease in just a few months. Though the trend was criticized for wasting gallons of water across the country, the awareness brought to the disease was unprecedented-- thanks to the magic of the Internet.

But this spring, prepare to start seeing red.

There’s a new challenge just beginning to pick up steam. Lena Dunham and Allison Williams of HBO’s hit show “Girls” have done it. So have Matt Lauer and Kathie Lee Gifford.

It’s the Twizzer Challenge and it benefits autism—specifically New York Collaborates for Autism --though that may change to more national charities, if the stunt takes off.

For this latest charitable feat, two people start chomping down on a Twizzler from end to end, racing to middle where they meet and kiss “Lady and the Tramp” style. It’s cute, but it may not be ideal for germaphobes.

WATCH: Ice Bucket Challenge Marriage Proposal!

Like the ALS Ice Bucket Challenge, participants can nominate others to take part in the Twizzler Challenge within 24 hours of watching their friend’s video, or if they refuse, donate money to the cause.

We don’t think this stunt was dreamt up by the Hershey’s-owned candy to boost sales of its beloved red licorice—but we wouldn’t be surprised if candy execs settle in for a profitable summer. Already, it's the most popular licorice brand  in the U.S., and Statista reports licorice sales topped $300 million in 2013.

So keep your eye out for that red rope.