Twix - A tale of two bars - how story-telling helped turn Twix into a truly global brand

Over the years, Twix’s positioning had been inconsistent, launching entirely new campaigns every three to five years and using a staggering 15 end lines in 20. Taking inspiration from Snickers, AMV BBDO identified the opportunity to develop a campaign that could deliver a clear and compelling brand proposition and personality for Twi x to propel the business forward around the world. The two-bar format of the product were at the core of a campaign developed around a fictitious rivalry between two factories, each believing their Twix bar is the best. Creativity drove effectiveness, and the campaign got consumers to engage through digital media. By executing the simple truth of two Twix bars through an advertising narrative, the story of ‘twice the joy’ generated a ROMI of 3.35 in the first 12 months in the US.