Mars-Wrigley-owned chocolate brand Twix has unveiled its new brand platform that celebrates the “joy” of having it all.
The platform, which includes a refreshed visual identity, is part of a $2 million (£1.54 million) investment for the brand.
Devised by Adam&EveDDB, ‘Two is more than one’ is designed to appeal to younger audiences who “are moving away from polarisation to a culture of togetherness, mashups and maximalist living”.
Directed by Vedran Rupic, of KFC fame, the brand film features a high-speed car chase that ends with the protagonist rolling off a cliff. However, all hope is not lost as it is revealed he has been saved by the “power of two”, driving a car on top of a car.
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The 360-marketing campaign will run across out-of-home, TV, social media and PR channels in 75 markets globally including the UK, USA and Germany.
Rankin Carroll, chief brand officer of Mars Snacking said: “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.”
Ant Nelson and Mike Sutherland, Adam&EveDDB’s chief creative officers added: “Sometimes the best ideas are staring you right in the face. ‘Two is more than one’ is beautifully simple, wonderfully silly, and creative teams have had a lot of fun writing to it. You could argue twice as much fun”.
