The Challenge
Twix is one of the world’s favourite chocolate bars, but preference isn’t translating into penetration among consumers under-35, a key demographic projected to drive over £22.06 billion in global confectionery sales by 2030. To address this, Twix launched its new global brand platform, Two Is More Than One. Built on the obvious knowingly promise that Twix gives you a good thing twice, the brand aims to prove that having two of something good always brings joy and delivers more delight. Our creative challenge was cultural: how do we genuinely connect with under-35s by not talking directly at them, but bring them into the brand and driving real engagement. We knew that 7 billion voice notes sent daily and for 37% of 18-35s, it’s their preferred way to communicate. This audience uses voice notes to deliver emotionally charged messages, such as awkward apologies, disappointing news, or embarrassing confessions, but they still find it difficult to navigate these moments. To help solve this tension, and demonstrate that Two Is More Than One, Twix introduced the ‘Twix Harmoniser’ - an innovative native WhatsApp tool that doubles up any voice message you send it, harmonising your voice with a second one. Breakups, apologies, or cringe-worthy confessions, they all sound better in harmony. The Twix Harmoniser allowed the brand to connect with the under-35s in a space they already are. It didn’t tell them that Two is more than one, it let them hear it for themselves.
The Solution
After launching Twix’s new platform ‘Two Is More Than One’, our creative challenge was cultural: how do we genuinely connect with under-35s, not by talking AT them, but by having a TWO-WAY conversation? With over 7 billion voice notes sent everyday globally, and 37% of U35s finding them more personal and less stressful than texting or phone calls, we saw an opportunity. This audience uses voice notes to deliver awkward apologies, disappointing news, or embarrassing confessions, but they still find it difficult to navigate these moments. Enter the Twix Harmoniser: an innovative, first to market WhatsApp tool, built in partnership with Meta, that transforms voice notes into sweet-sounding duets. Breakups, apologies, or cringe-worthy confessions, they all sound better in harmony. In the first 2 weeks alone, the tool saw over 67 hours of voice notes, with each user spending an average of 2 minutes engaging with the brand.
