TWIX LAUNCHES OOH CAMPAIGN CELEBRATING ICONIC DUOS
LICENSING POPULAR CHARACTERS FOR OOH CAMPAIGNS
BACKGROUND:
To reinforce its new global brand platform, “Two is More Than One,” Twix (a Mars Wrigley brand) wanted to launch an effective campaign to support the messaging. Twix knows that one of something great isn’t nearly as good as two.
The “Iconic Duos” campaign explores the question, “when else is it true that one is good, but two is better?”, with the help of some very famous pairs from the world of entertainment.
THE RESEARCH AND DEVELOPMENT:
During the early stages, Born Licensing worked closely with all parties to review the initial creative decks, provide guidance on feasibility, suggest alternative options where appropriate, and reach out to rights holders to gauge their interest and introduce the creative concept.
This phase involved close collaboration with the creative team to assess feasibility, explore character usage, and guide the process of identifying which characters were best suited for the creative and the campaign objectives.
THE CALL TO BORN:
Born Licensing was brought on board to guide and coordinate the licensing process from the outset, helping the agency and client explore a selection of iconic and instantly recognisable duos in the entertainment world.
After carefully assessing feasibility and advising on which characters would work best creatively and commercially, the agency and client landed on Laurel & Hardy, Wallace and Gromit, and Rick and Morty.
WHERE BORN LICENSING ADDED VALUE:
Born Licensing managed the commercial negotiations with all rights holders, securing the rights required for the campaign across all intended channels. Leveraging our experience working with both brands and character-led campaigns, we guided the discussions and coordinated parallel negotiations with three different rights holders – all of whom needed to be quickly aligned in order for the campaign to proceed.
By acting as the central point of contact and steering the process throughout, we ensured that the negotiations progressed efficiently and remained aligned with the very challenging campaign timelines. Born Licensing was able to lean on our existing strong relationships with Rights Holders to secure licenses in a very short period of time. As the licensing agent for Laurel & Hardy we didn’t charge any clearance fees to manage the licensing of this iconic duo.
THE APPROVAL PROCESS:
Born Licensing managed the approval process from start to finish, guiding the submission and review of all creative materials with the rights holders for approval and sign-off.
This included overseeing feedback across layouts, messaging and final artwork to ensure the characters were portrayed appropriately and that all legal notices were included accurately. By closely managing the approvals process and coordinating feedback between all parties, we helped ensure tight deadlines were met while maintaining the integrity of the brands.
THE LAUNCH:
The campaign launched in the UK in mid-March, with impressive D48 billboards across the London area as well as press inserts in ‘Inside Soap’ magazine.
©&™ Aardman Animations Limited / Wallace & Gromit Limited 2026. All Rights Reserved.
Stan Laurel licensed by Larry Harmon Pictures Corp. Photo © CCA distributed by Beta Film GmbH
Rick and Morty © & TM 2026 Cartoon Network. All rights reserved
THE EXPERIENCE
Born Licensing guided and managed the entire licensing process from start to finish, including research and development, negotiation of commercial terms, the contractual process, invoicing, the brand assurance and approvals process, and everything else relating to the use of Laurel & Hardy, Wallace & Gromit, and Rick and Morty within the campaign.
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