Twix Launches Exciting New Campaign: “Two is More Than One”

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Twix candy bars showcasing the new campaign theme 'Two is More Than One'.

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News Summary

Twix has introduced a new global campaign titled “Two is More Than One,” aimed at appealing to millennial and Gen Z consumers. This initiative encourages enjoying both chocolate sticks rather than choosing one, promoting a message of abundance. The campaign features a vibrant 60-second ad, collaborations with creative agencies, and digital activations across various social media platforms. As the confectionery market for young consumers continues to grow, Twix aims to capture this audience’s interest through innovative marketing strategies.

Twix Launches Exciting New Campaign: “Two is More Than One”

Big news from Twix! The beloved chocolate brand is rolling out a brand-new global campaign called “Two is more than one.” This fresh initiative is designed to resonate with young consumers, particularly those in the millennial and Gen Z categories. It seems Twix has been paying attention, as these groups have been expressing feelings of fatigue when it comes to themes of division and polarization.

A Shift in Messaging

If you’re a fan of Twix, you might remember past campaigns that played up a bit of rivalry with their “Pick a Side” ads, which highlighted the classic battle between the left and right sticks. However, this latest campaign takes a delightful turn. Instead of focusing on division, Twix now encourages folks to indulge in both left and right sticks. The message is clear: “Maximalism living and abundance” are the way to go!

Creativity Meets Insight

The campaign was crafted in collaboration with the creative minds at agency Adam&eveDDB, and it comes at a time when consumers are increasingly embracing the idea of abundance in their lives. Rankin Carroll, the chief brand officer for Mars Snacking, pointed out how this campaign really aligns with a deeper human insight; basically, people love to enjoy the sweet things in life, and they don’t want to limit themselves to just one option.

The Value of Young Consumers

Here’s something to chew on: young consumers in the confectionery market are projected to be worth over £22.06 billion (that’s around $28 billion) by the end of this decade! With numbers like these, it’s no wonder Twix is eager to capture the hearts (and taste buds) of this audience.

Dynamic Campaign Elements

The campaign kicks off with an eye-catching 60-second launch spot directed by Vedran Rupic. Inspired by those exhilarating vintage car chase films, this ad takes you on a journey that’s sure to capture attention. But that’s just the start! Twix is ramping up its presence with local brand activations, digital audio ads, and even a custom augmented reality lens on Snapchat. Not to mention, look out for targeted content on platforms like TikTok and Meta.

Previous Creative Gimmicks

Twix is no stranger to creative marketing campaigns either. Remember the Super Bowl contest where some lucky winners snagged solid gold bars? Or how about their collaboration with grime rapper D Double E and influencer Nella Rose for a holiday track called “Twixmas”? These engaging and imaginative marketing efforts display Twix’s commitment to creativity and innovation.

What’s Next for Twix?

As Twix delves deeper into 2023, it’s clear that the brand aims to make an even larger impact with its marketing activations. By flipping the script from division to unity, Twix is signaling that it’s time to enjoy the best of both worlds. After all, who wouldn’t want to revel in the deliciousness of both sticks?

So, whether you’re a loyal left stick fan or secretly sneaking a bite of the right one, remember that with Twix, two really is more than one! Get ready to indulge in both and embrace all the sweetness that comes with it!