Twix introduces its new global brand platform, ‘Two is more than one’. In a nod to the brand’s unique two bar design, it celebrates the joy of having it all – because Twix gives you a good thing twice.
Created in partnership with Team OMC’s adam&eveDDB, ‘Two is more than one’ evolves the Twix brand from the idea of choice and opposition (left or right Twix) to one of having it all. Celebrating the idea of ‘and’ for the brand that is both a cookie and candy bar, chocolate and caramel, crunchy and chewy. A narrative that resonates with a younger audience who are moving away from polarisation to a culture of togetherness, mash-ups and maximalist living.
The platform launch is a 360-marketing campaign, which includes a redesigned visual identity, OOH, TV, social and PR, bringing together a two-million-dollar investment for the Twix brand across the globe. A move made as Mars Snacking responds to growing interest in the brand from an under 35 audience; a demographic projected to be worth more than £22.06 billion by 2030 for the confectionery category.
The global campaign, running across 75 markets, including the UK, USA and Germany, will launch a collection of brand activations locally, including a digital audio experience, an AR Snapchat lens, and a suite of targeted social content deployed across TikTok and Meta platforms. This sits alongside a new logo and pack design in stores as of today.
The new brand film, directed by Vedran Rupic, pulls on nostalgic cinema with a modern twist. It follows a high-speed car chase which ends with the protagonist climactically rolling off a cliff, only to be saved by the power of ‘two’ as it’s revealed he’s been driving a car, on top of a car, showing that Two is more than one. Executed in Rupic’s recognisable cinematic and off-beat style, the creative reflects the brand’s surprisingly obvious and playfully humorous tone.
Commenting on the vision for Twix, Rankin Carroll, chief brand officer, Mars Snacking says: “At Mars our teams work every day to build iconic brands that resonate across a wide range of consumers and contexts. Centred in the human insight, that our fans are fostering maximalist living and abundance, we have reimagined our Twix platform from the idea of having to choose (left or right Twix) to one of having it all. A repositioning that pairs uniquely with the Twix brand and its two-bar format. ‘Two is more than one’ is so simple, so obvious and we’re really looking forward to showing up in new ways to delight our audiences”
Discussing the creative platform, Ant Nelson and Mike Sutherland, adam&eveDDB’s chief creative officers say: “Sometimes the best ideas are staring you right in the face. ‘Two is more than one’ is beautifully simple, wonderfully silly, and creative teams have had a lot of fun writing to it. You could argue twice as much fun”.
The global rollout comes after ‘Two is more than one’ was teased earlier this year in America, to celebrate the Super Bowl in Twix’s ‘Second Screen Staredown’. The activity saw Twix offer audiences the chance to win two solid gold bars worth $170,000 during the game by completing a staring contest on a mobile device. The staring contest took over participants’ second screens, as data showed 79% of viewers would be double screening the big event, with over 10,000 people taking part during the big game.
Prior to this, other culture-first work included the brand partnering with grime star D Double E and influencer, Nella Rose to debut its first-ever ‘Twixmas’ anthem. This formed part of a 360-marketing campaign to celebrate the unique period between Christmas and New Year, encouraging consumers to embrace simple joys.
Find out more about Twix and ‘Two is more than one’ at www.twix.com
