One sum to the other, they are different but complement, share flavor and project the same. Mars had been building more than a decade Twix Since the duality of his bars, and now he has decided to reintegrate them under the same Maximalist concept In a high voltage campaign.
Twix celebrates the joy of having everything with its bars together under the same goal
Designed by the Creative Agency Adam & Eveddb“Two is more than one” offers a brand repositioning from the choice between its bars, towards The sum of both. “In our studies we see that young people to whom we want”, Explains a The DrumRankin Carroll, Mars marketing director. “The idea of abundance is fashionable“
Twix wants to communicate so Duplicate its benefits offering everything in each bite. The campaign presents a spot inspired by the 70’s action cinema, in which the brand develops this concept. The 60 “piece has the production of Vedran Rupic, and shows a persecution that culminates with the protagonist rolling for a cliff. But before impacting, it is saved by discovering that he had been driving one car on another.
Under the umbrella of “two more than one”, Twix is investing two million dollars to present a redesigned visual identityexternal advertising pieces, media planning on television and social networks, as well as public relations actions in the press. The Marketing Strategy 360º, Traced by the Essence Mediacom agency, the campaign will take more than 75 markets worldwide.
During its development, the Adam & Eveddb agency spent months trying to find a formula that would not generate brand dissonance with respect to what had been communicating until then. And is that Twix had always built around the duality of the bars in campaigns that reinforced contrary concepts under the same experience.
In 2012 BBDO New York devised the campaign “Ideologies”with which the brand encouraged consumers to choose “one side.” The spot, with MJZ production, marked a milestone in the brand’s trajectory by reflecting this duality in the history of Two founding brothersSeamus and Earl, who never exceeded the rupture of their chocolate bar prototype.
This same concept is what now tries to reorient Mars with “two is more than one.” Twix are no longer two chocolate bars, but The same multiplied pleasure Under the same recipe. “It is simple, durable and offers a blank creative canvas from which we have created a set of exciting jobs”, Indicate from Adam & EVEDDB on their website on this work. The communication of the brand will pivot from here in future campaigns.
Twix was also in the Superbowl
Recently the Mars chocolate brand has been present in the final of the Superbowl With “Twix Second Screen Staredown”, a campaign designed by Adam & Eveddb with which the brand raffled Two gold bulls valued in 170.ooo dollars. Twix communicated it during the event with a spot with Unit9 Films production.
The action played with the concept of the duality of the two chocolate bars, and linked it to consumption of Two simultaneous screens. In this way, interested consumers had to enter the brand’s website and keep their eyes on the phone to participate. The camera recorded the data with which Twix then selected the user who endured the longest in that position.
