Twix Takes a Sweet New Turn with ‘Two is More Than One’ Campaign

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Promotional image of Twix chocolate bars with a colorful background.

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News Summary

Twix is launching a new global campaign, ‘Two is more than one,’ targeting millennials and Gen Z. This initiative shifts from division to togetherness, encouraging consumers to enjoy both the left and right sides of its chocolate bars, promoting a theme of abundance and positivity amidst polarization in society.

Twix Takes a Sweet New Turn with “Two is More Than One” Campaign

In a bold and exciting move, Twix is all set to launch its vibrant global campaign called “Two is more than one.” This initiative is aimed at attracting the attention of young consumers, specifically millennials and Gen Z, who are looking for a break from the overwhelming polarization present in today’s society. With this fresh messaging, Twix encourages everyone to enjoy both the left and right sticks of its delectable chocolate bars, moving towards a theme of maximalism living and abundance.

A Shift in Messaging

Previously, Twix’s marketing campaigns often highlighted division, with popular slogans like “Pick a Side,” designed to showcase a sense of competition between the left and right sticks of their famous candy. The new approach represents a shift in strategy, as Twix aims to reverse that narrative. Instead of focusing on rivalry, Twix is now emphasizing the joy of indulging in both sides. It’s refreshing to see a brand recognize the need for togetherness, especially among young consumers who crave positivity in their everyday experiences.

Speaking about the campaign, Rankin Carroll, chief brand officer at Mars Snacking, shared that the campaign is all about aligning with the human insight of consumers who are now embracing abundance in all facets of their lives. With young clients predicted to contribute over £22.06 billion (around $28 billion) to the confectionery market by the end of the decade, it’s clear that companies are taking steps to connect meaningfully with this demographic.

Exciting Launch Elements

The campaign includes a thrilling 60-second launch spot directed by Vedran Rupic. Inspired by old-school vintage car chase films, this ad promises to be a creative masterpiece that will catch the eye of chocolate lovers everywhere. But that’s not all! Twix has lined up additional promotional activities that include local brand activations, digital audio ads, a fun custom augmented reality lens on Snapchat, and targeted content across popular platforms like TikTok and Meta Platforms.

Building on Creative Success

Twix has a knack for engaging audiences with innovative ideas. Remember the contest during the Super Bowl when lucky winners received solid gold bars? That was definitely one for the books! For the upcoming holiday season, the brand is all set to spread festive cheer by collaborating with grime rapper D Double E and influencer Nella Rose on a lively song titled “Twixmas.” It seems that Twix is on a mission to boost its creative impact this year with a variety of fun marketing activities.

Why Maximalism? Why Now?

In a world where many are feeling fatigue from extremes and polarized views, Twix’s new campaign resonates beautifully with a growing trend of maximalism—an embrace of abundance and enjoyment. It seems that young consumers are rising to the occasion, and brands like Twix are listening. The message here is simple: you don’t have to choose a side; you can have it all! Indulging in both the left and right sticks is no longer just allowed; it’s encouraged!

This new chapter for Twix invites everyone to feel that sweet sense of unity and togetherness, reminding us all that sometimes, two is truly better than one. As the campaign unfolds, chocolate lovers everywhere will surely be excited to dig into both sides of Twix and enjoy their favorite treat like never before.