Twix turns its two-bar platform into a global puppet duet
Twix’s Double Act pushes the Two Is More Than One platform into a global, multi-channel rollout built around ventriloquist dummies, a 90-second hero film.
Twix is taking Double Act global as the next step in its Two Is More Than One platform, pairing a ventriloquist-duo film with a broader paid, earned, shared and owned rollout across more than 20 markets. The brand and adam&eve TBWA say the work is meant to help Twix connect with under-35 audiences, after data showed people said they loved the bar but were not buying it.
Mars is building long-term, personal connections with our consumers — Rankin Carroll.
What changed
The shift is in how the platform is being expressed: Twix is packaging the idea as a global, multi-channel system rather than a one-off spot. The rollout starts in the US, then moves into the UK and EU, and the media plan includes broadcast, online, social and creator activity.
Results
- The campaign spans more than 20 markets, runs across paid, earned, shared and owned channels, and launches with a 90-second film plus shorter cutdowns for broadcast, online and social.
- The asset mix includes a 90-second film and 20-, 15- and 6-second cutdowns.