- Twix is adopting a brand position centered on unity after years of selling its twinned chocolate bars around a left-right divide, per details shared with Marketing Dive.
- A new global campaign, “Two is multiple,” launches with an ad that shows two equivalent cars chasing one another down a desert highway before a daring stunt ends in the vehicles flipped on top of one another, with the drivers — twins themselves — driving the combined automobile in unison.
- The messaging shift is supposed to deal with how consumers under 35 are sick of polarization and are considering a maximalist mindset, the announcement said. The $70 million effort spans 75 markets and a redesigned visual identity, with media running across out-of-home, TV, social and public relations channels.
Twix is shaking up its creative approach in a way that acknowledges the divisive state of the world, albeit in a nonpolitical fashion. For years, the Mars-owned brand’s marketing played up a divide between its left and right sticks with campaigns bearing titles like “Pick a Side.” Ads illustrated the split in colourful ways, including one tracking the story of a pair of fictional founders who find yourself bitter rivals with neighboring factories.
“Two is multiple,” which was created with agency Adam&eveDDB, reverses course, emphasizing that hungry consumers should “have all of it” and bask in either side of the chocolate-and-caramel confection. Twix is angling to win more spending from millennials and Gen Zers whom the brand perceives as exhausted by constant polarization, even the jokey kind, and more considering fostering togetherness. Those groups are also expected to be price greater than £22.06 billion, or about $28 billion in U.S. dollars, by the top of the last decade for the confectionery category, in keeping with the announcement.
“Centered within the human insight that our fans are fostering maximalist living and abundance, we’ve reimagined our Twix platform from the concept of getting to decide on (left or right Twix) to certainly one of having all of it,” said Rankin Carroll, chief brand officer at Mars Snacking, in a press statement. “A repositioning that pairs uniquely with the Twix brand and its two-bar format. ‘Two is multiple’ is so easy, so obvious and we’re really looking forward to showing up in new ways to please our audiences.”
Some of the ways Twix is showing up for “Two is multiple” include the 60-second launch spot, which was directed by Vedran Rupic and pays homage to vintage automobile chase movies. Other elements of the campaign touch on local brand activations, digital audio, a custom augmented reality lens on Snapchat and targeted content running on TikTok and Meta Platforms.
Twix has been laying the groundwork to make an even bigger creative splash this yr. Around the Super Bowl, it ran a contest based on the habit of second screening, or checking one’s phone in the course of the ad breaks, that presented the winners with two solid gold bars. For the vacations, it worked with grime rapper D Double E and influencer Nella Rose on a festive song celebrating “Twixmas,” the marketer’s term for the period between Christmas and the New Year.
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