There Is No Left and Right Anymore. There Is Only Twix.

What’s better than one sweet treat? Two sweet treats, according to Twix.

The Mars brand is leaning into its two-bar design with a new global brand platform, “Two is more than one.” It’s doing away with its Left Twix vs. Right Twix brand identity to embrace all that its bars have to offer—cookie and candy bar, chocolate and caramel, crunchy and chewy. 

Today, Twix unveiled a new spot formally introducing the new campaign.

Directed by Vedran Rupic (KRC, Old Spice), the 60-second ad features a high-speed car chase that ends with the driver rolling off of a cliff before being saved by himself. Turns out, he was driving a car on top of a car, playfully reinforcing the brand’s “power of two” messaging.

Created by adam&eveDDB, “Two is more than one” evolves Twix from the idea of choice and opposition to that of togetherness and maximalism, a sentiment that resonates with younger audiences.

According to Mars, the hashtags #maximalism and #maximalist have 1.8 billion and nearly 1 billion views, respectively, on TikTok. The company also reviewed social conversations around Twix and “both-ism,” which saw higher positive sentiment (60%) than its previous left vs. right identity (40%).

“That started us down a road to think about how our story can be told in a way where consumers are less interested in talking about choice and much more interested in talking about having it all,” Rankin Carroll, Mars Snacking’s chief brand officer, told ADWEEK.

While the campaign was developed from insights gathered from younger consumers, Carroll said Twix is ultimately aiming for mass appeal. Other aspects of the campaign, which the exec didn’t elaborate on, are tailored to be “interesting and attractive to younger [consumers] without alienating older [consumers].”

Twix first teased “Two is more than one” during the Super Bowl with its Second Screen Staredown contest. With help from Atlanta rap duo Ying Yang Twins, who rose to fame in the early 2000s, the brand offered audiences the chance to win two solid gold bars worth $170,000 during the Big Game by completing a staring contest on a mobile device. 

According to Mars, over 10,000 people participated in the activity, with 79% of viewers double-screening the big event. 

Carroll said that reception for the teaser reassured the brand that consumers liked the “Two is more than one” idea.

The new brand platform is a 360 marketing campaign, which includes a redesigned visual identity, out-of-home elements, TV, social, and PR. It is also running across 75 markets with a collection of local brand activations including a digital audio experience, an AR Snapchat lens, and targeted social content deployed across TikTok and Meta platforms.

“Sometimes you [should] just go out and try something and see if you get some traction, see if the cultural nuances are with you,” Carroll said. “We’re just exploring and trying different things given where consumers are [and] how we want to show up with them.”

And it’s not just the marketing that’s getting an innovation boost. In 2024, Mars invested more than $70 million into an R&D Innovation Studio in New Jersey in response to growing interest in the brand’s products from consumers under 35.

The company projects that the demographic will be worth more than $28.6 billion by 2030 to the confectionery category.