The Challenge
Twix is on a journey to re-energize the brand and recruit a new, younger audience globally, after years of being the 'forgotten favorite' of the chocolate bar world. In March 2025, we launched a new brand platform in more than 50 markets: Two is more than one (TIMTO). TIMTO celebrates the functional benefit of a Twix in an emotional way: you get one delicious chocolate bar, and then you get ANOTHER delicious chocolate bar. In the words of one Twix fan, “twice the bars means twice as happy." With the platform still firmly in the “establish” phase, every execution must prioritize creative cut-through and comprehension of Twix's two-ness. This makes OOH the perfect channel to connect with consumers and introduce them to TIMTO. It’s broad-reaching, its real-world visibility builds memory structures, and perhaps most importantly, it demands creative simplicity of our idea to connect with our next generation of customers.
The Solution
Twix's brand platform, 'Two is more than one,' transforms a functional product feature (two bars) into an emotional benefit. To land this idea in a famous way, this suite of OOH presents one half of the world’s most iconic duos. We see Laurel without Hardy. Rick without Morty. Wallace without Gromit. When consumers see solitary icons alongside the Twix pack shot and tagline, they instinctively connect the dots and appreciate the truth and value of Twix. The campaign was designed to elevate the emotion of the brand and drive penetration gains. Just like a Twix, Iconic Duos gave us both. System1 testing shows the emotional response was in the top 2% of all UK OOH advertising and the top 12% for predicted short-term sales response.
