Twix: Two Is More Than One
Mars Wrigley challenged adam&eveDDB London to evolve the Twix brand beyond the "Left vs. Right" rivalry. The goal was to reach a younger, "polarization-fatigued" audience by repositioning the product's dual-bar format as a symbol of unity and maximalism rather than a choice, driving global growth in the competitive confectionery category.
Creative Idea
A 1970s car chase subverts a crash by revealing a functional double-decker muscle car.
Twix replaced its long-running "Left vs. Right" rivalry with a surreal 1970s car chase where a crash reveals two cars stacked together, dramatizing the simple truth that having two of a good thing is always better than one.
Twice the Fun and a Double Decker Muscle Car
The End of Polarization Fatigue
Mars Wrigley’s strategic pivot was fueled by a $70 million investment to capture a younger demographic projected to be worth $28 billion by 2030. Research revealed that Gen Z and Millennials were experiencing "polarization fatigue," leading the brand to abandon the decade - long Left vs. Right rivalry. This shift to "both-ism" resonated immediately, driving a 60% favorable sentiment compared to the previous 40% rating. Chief Brand Officer Rankin Carroll noted the new platform was a move toward "having it all" rather than being forced to choose.
Stunts and Staredowns in the Desert
Director Vedran Rupic leaned into a surreal, 1970s cinematic aesthetic for the launch film, which featured a high - stakes desert car chase. The "double - decker" muscle car was a practical build - one car flipped and welded atop another - and was driven by real - life twins to maintain the theme of duality. The production’s off - beat tone was further anchored by the soundtrack "Sudno" by Belarusian post - punk band Molchat Doma.
Gold Bars and Iconic Duos
The campaign extended into high - engagement activations, including a Super Bowl "Second Screen Staredown" featuring the Ying Yang Twins. The contest saw 10,000 participants and resulted in the giveaway of two solid gold bars valued at $170,000. To reinforce the "Two Is More Than One" message, the 2026 OOH phase featured "Iconic Duos" like Rick (without Morty) and Wallace (without Gromit), while rapper LiAngelo Ball signed a "Two - Way Contract" to promote the launch of Twix Bits. This new product format physically combined the cookie and candy elements to mirror the campaign’s theme of unity.
Creative Strategy Deconstructed
Company
A unique product format featuring two identical chocolate bars in a single wrapper.
Category
Confectionery brands often rely on artificial rivalries or "pick a side" marketing to drive engagement.
Customer
Consumers are exhausted by social polarization and prefer narratives centered on togetherness and maximalist abundance.
Culture
A global shift toward "both-ism" and inclusivity, moving away from divisive "either-or" brand identities.
Company
A unique product format featuring two identical chocolate bars in a single wrapper.
Category
Confectionery brands often rely on artificial rivalries or "pick a side" marketing to drive engagement.
Strategy:
Pivot from artificial conflict to celebrating the inherent value of abundance and togetherness through surrealist maximalism.
Customer
Consumers are exhausted by social polarization and prefer narratives centered on togetherness and maximalist abundance.
Culture
A global shift toward "both-ism" and inclusivity, moving away from divisive "either-or" brand identities.
Strategy:
Pivot from artificial conflict to celebrating the inherent value of abundance and togetherness through surrealist maximalism.
Strategy Technique
Flip the Conventional Wisdom
By abandoning the decade-long "Left vs. Right" conflict, Twix rejected the category's reliance on artificial choice, instead celebrating the obvious but overlooked benefit of getting two identical bars in one pack.
Explore Technique
Creative Technique
Reverse Expectations
The film sets up a classic cinematic trope - the high-speed car roll - only to subvert it by revealing a functional, double-decker vehicle, perfectly mirroring the brand's shift from division to double the reward.
Explore Technique
Craft Breakdown
The ad's success lies in its seamless integration of high-octane action and surreal humor, perfectly capturing the brand's 'two is better' message.
The dynamic camera work and stunning desert locations create a truly cinematic experience.
The seamless CGI used for the car flip and the stacked cars is incredibly convincing and adds to the ad's surreal charm.
The combination of high-quality cinematography and expert visual effects creates a visually stunning and memorable ad.
