The Challenge
Twix is beloved brand across the globe. The problem is, more people – especially younger audiences – say Twix is their favourite than buy it in a given year. We needed a way to activate this latent liking so more people think of and buy Twix again, by finding a fresh angle on the "twoness" that makes Twix special. Social listening showed that Twix's “left vs right” strategy was resonating less than enjoying BOTH bars. This trend towards “bothism” was happening in culture too, with young people moving away from polarisation to a culture of togetherness, mash-ups, and maximalist living. This got us to our simple new proposition. Twix believes you shouldn’t have to choose or settle for just one, Twix celebrates the joy of having it all. So, in a nod to the brand’s unique two bar design, Twix launched a knowingly obvious claim that "Two is More Than One". We launched this new platform across the globe in a way that would drive fame for twoness and reignite the nostalgic love people for have Twix, by crafting a film that would entertain and surprise consumers in a way that only Twix could. This epic story of intrigue and action subverts familiar Hollywood movie tropes to drive universal comprehension of the platform, with the power of 'two' ultimately saving the day.
The Solution
Twix set out to launch its new brand platform - Two Is More Than One – across 75 markets. We needed a hero commercial that would capture global audiences in a way that felt unique, epic, and true to the brand – building on what they already loved about Twix. The film opens on a cinematic car chase, bathed in Twix’s distinctive gold and red hues. The hero then subverts expectations by deliberately driving off a cliff and landing upside down, revealing he’s not driving one car, but two on top of each other. The hero’s twin in the car below takes a bite of Twix and drives their double car into the sunset – an iconic visual expression of 'Two is More Than One' in any market. This sparked other visual metaphors for Twix’s twoness across the campaign, including passion-led content in Social to drive fame and relevance with young audiences.
