Twix celebrates the power of two with multi-million global campaign
Twix is undergoing a major global rebrand. Pic: Mars
A high-speed car chase video offers a dramatic focal point for Mars flagship confectionery range, Twix’s latest ‘two is more than one’ international brand campaign as part of a $70 million product investment, writes Neill Barston.
The classic chocolate series, which has a strong global following including in the US & UK, is set to be given a fresh visual identity across 50 global markets, as the business seeks to capitalise on growing interest from younger generations.
As the company asserts, the new Youtube video ‘celebrates the joy of having a good thing twice,’ for the chocolate and caramel bar that it believes resonates well with youthful consumers that are looking for food and snacking experiences are a mixture of ingredients, tastes and flavours.
Moreover, as Mars observed, the under 35 market is projected to be worth £22 billion by 2030 within the confectionery category, which is reflected by its depth of brand moves including ads in 75 nations including the UK, US and Germany, including on TikTok, Meta, Snapchat and its distinctive Youtube video (watch below).
As Mars explained, its new Youtube film aimed for a humourous and playful approach and is directed by Vedran Rupic. It pulls on nostalgic cinema with a modern twist, following a high-speed car chase which ends with the protagonist climactically rolling off a cliff, only to be saved by the power of ‘two’ as it’s revealed he’s been driving a car, on top of a car, showing that Two is more than one.
Rankin Carroll, Chief Brand Officer, Mars Snacking, commented: “At Mars our teams work every day to build iconic brands that resonate across a wide range of consumers and contexts. Centred in the human insight, that our fans are fostering maximalist living and abundance, we have reimagined our Twix platform from the idea of having to choose (left or right Twix) to one of having it all. A repositioning that pairs uniquely with the Twix brand and its two-bar format. ‘Two is more than one’ is so simple, so obvious and we’re really looking forward to showing up in new ways to delight our audiences.”
As Ant Nelson and Mike Sutherland, of adam&eveDDB, the Chief Creative Officers engaged in the project noted, “Sometimes the best ideas are staring you right in the face,” explaining that it had been an especially fun venture to be involved with in helping reach out to younger audiences to refresh a classic brand.
The global rollout comes after ‘Two is more than one’ was teased earlier this year in America, to celebrate the Super Bowl in Twix’s ‘Second Screen Staredown’. The activity saw Twix offer audiences the chance to win two solid gold bars worth $170,000 during the game by completing a staring contest on a mobile device. The staring contest took over participants’ second screens, as data showed 79% of viewers would be double screening the big event, with over 10,000 people taking part during the big game.
In addition, the brand also gained an early Christmas present with grime star D Double E and influencer, Nella Rose to debut its first-ever ‘Twixmas’ anthem, as part of its an overall strategy of rebranding the key confectionery series.
