Twix Shows Why “Two Is More Than One” With a Playful Campaign Featuring Iconic Duos
Some things are simply better together.
Laurel & Hardy. Wallace & Gromit. Rick & Morty. And of course, the unmistakable two-finger format that has defined Twix for decades. Now, the Mars Wrigley brand is leaning fully into that idea with a new out-of-home campaign that playfully explores the power of pairs.
Launched under Twix’s new global brand platform, “Two is More Than One,” the campaign invites audiences to reflect on a simple question: when else is one good, but two is better?
SPLITTING UP THE WORLD’S FAVOURITE PAIRS
The creative concept behind the campaign, titled “Iconic Duos,” is deceptively simple. Each poster features just one half of a famous pair – instantly recognisable characters shown without their equally iconic partner.
Among the duos appearing across the campaign are Laurel without Hardy, Rick without Morty, and Wallace without Gromit. The visual absence of the second character creates an immediate moment of recognition for viewers, who instinctively complete the pairing in their minds.
It’s a clever visual puzzle: the audience fills in the missing half, reinforcing Twix’s central idea that two really is better than one.
A SIMPLE IDEA WITH IMMEDIATE IMPACT
Out-of-home advertising works best when it communicates a message quickly and clearly, and the Iconic Duos campaign does exactly that. By presenting characters people already know and love, the posters create instant engagement — and a moment of humour — within seconds.
The campaign also neatly mirrors Twix’s own identity. The brand’s distinctive two-finger bar has long made it unique within the confectionery aisle, and the new platform highlights that difference in a way that feels both fresh and familiar.
THE TEAMS BEHIND THE WORK
The campaign was developed in partnership with adam&eveTBWA, alongside Weber Shandwick and Publicis Media, bringing together a creative team that clearly appreciated the theme of partnership. Born Licensing managed the entire licensing process from start to finish, including exploring suitable iconic duos, assessing feasibility, managing negotiations and creative approvals, and making sure the client’s tight deadlines were met.
THE LAUNCH
The Iconic Duos campaign launched in the UK on 16 March across DOOH and press. By tapping into beloved cultural pairings and presenting them in an unexpected way, Twix has created a campaign that is simple, instantly recognisable and quietly witty – proving once again that fictional characters and IP are a strong and immediately recognisable solution when used right.
READ MORE ABOUT OUR WORK WITH LAUREL & HARDY, WALLACE & GROMIT, RICK & MORTY.
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