Twix is redefining the meaning of abundance with its new global brand platform, ‘Two is more than one’. Building on the brand’s iconic two-bar design, this fresh campaign encourages audiences to embrace the joy of having it all – twice. With a creative twist on its signature duality, Twix celebrates a world where both sides of an experience are worth cherishing, from cookie and candy bar, chocolate and caramel, to crunchy and chewy.
Launched in partnership with adam&eveDDB, this reimagined platform moves away from the traditional dichotomy of choosing between a left or right Twix. Instead, it embraces a culture of togetherness, mash-ups, and maximalist living, reflecting the evolving tastes of younger consumers. As a generation shifts away from polarisation, they now favour combinations and abundance—qualities perfectly aligned with Twix’s two-bar concept.
The £1.54 million ($2 million) investment fuels the ‘Two is more than one’ campaign, which spans 75 markets globally, including the UK, USA, and Germany. A 360-marketing approach includes a complete visual overhaul, featuring a new logo and packaging design that will hit shelves today. The campaign will be supported by a variety of activations, from a digital audio experience and AR Snapchat lens to a suite of social content across platforms like TikTok and Meta, designed to capture the attention of the under-35 demographic. This group is projected to account for over £22 billion in the confectionery market by 2030, a key target for Mars Snacking’s strategic growth.
At the heart of the campaign is a brand film directed by Vedran Rupic, known for his work with KFC. The film features an exhilarating high-speed car chase that takes a dramatic turn when the protagonist, after plunging off a cliff, is saved by the unexpected power of two—revealed through the cinematic reveal of him driving a car atop another car. The cleverly staged action, paired with Rupic’s signature cinematic style, perfectly captures Twix’s playful and surprising tone.
Rankin Carroll, Chief Brand Officer at Mars Snacking, explains the vision behind the new direction: “Our fans are embracing maximalist living and abundance, and we’ve evolved the Twix brand to celebrate having it all. With ‘Two is more than one’, we’ve found a simple and obvious way to reflect the brand’s dual nature in a way that resonates with today’s culture. We’re excited to show up in new ways and deliver a campaign that delights our audiences.”
The new platform is a natural progression following Twix’s earlier cultural-first initiatives. Earlier this year, the brand teased the campaign in the US during the Super Bowl with a ‘Second Screen Staredown’, offering viewers the chance to win two solid gold bars worth $170,000 by participating in a mobile staring contest. This stunt, which tapped into the trend of ‘double-screening’ during major events, attracted over 10,000 participants.
Additionally, Twix further cemented its position in popular culture through collaborations with grime artist D Double E and influencer Nella Rose. Together, they created the brand’s first-ever ‘Twixmas’ anthem, part of a campaign designed to celebrate the unique period between Christmas and New Year, encouraging fans to enjoy the simple pleasures of life.
With ‘Two is more than one’, Twix has repositioned itself to appeal to a generation that seeks inclusivity, abundance, and playful creativity. By embracing the idea that two is indeed more than one, Twix invites everyone to enjoy life’s little luxuries in double measures.
