Beloved Confectionary Brand Twix Reveals New Visual Identity and $70M Campaign
New Visual Identity and Campaign Focus on Unity
Beloved confectionary brand Twix has announced a brand new visual identity, along with a new $70M campaign designed to focus on unity. The previous marketing strategy encouraged customers to "pick a side" when it came to Twix’s two biscuits, but now it’s all about inviting them to "have it all".
New TV Spot
At the center of the campaign is a fun and action-packed new TV spot titled ‘Two is More Than One’, which pays homage to classic car chases. The commercial is a key part of the new campaign, showcasing the brand’s new visual identity and message.
Reimagining the Twix Platform
According to Rankin Carroll, chief brand officer at Mars Snacking, "Centered in the human insight that our fans are fostering maximalist living and abundance, we have reimagined our Twix platform from the idea of having to choose (left or right Twix) to one of having it all. A repositioning that pairs uniquely with the Twix brand and its two-bar format. ‘Two is more than one’ is so simple, so obvious and we’re really looking forward to showing up in new ways to delight our audiences."
New Visual Identity Designed by JKR
The new visual identity was designed by JKR. The agency’s Instagram post announcing the new design states, "The ask was simple: give this iconic brand the same love people have for its products. So we did what we do best, refreshed, modernised, and dialled up the distinctiveness, while doubling down on the delicious combos that make TWIX, TWIX. Who knew that the secret to future proofing a $1BN brand was to teach its old assets new TWIX?"
Resurrecting Heritage Logos
Indeed, the agency does appear to have jumped on the current trend for resurrecting heritage logos with a modern edge. The curly ‘T’ appears to be a direct homage to previous iterations of the logo from 1979-2010.
Reaction to New Logo
However, as is ever the case with a new logo for a beloved brand, it’s going to take customers time to get used to. Some have already complained in the comments of JKR’s post about the loss of the ‘pause’ icon in the dot of the ‘i’. Previous Twix advertising centred around ‘taking a moment’ to pause and eat the snack – and of course, the pause icon also resembled the two sticks of the Twix itself.
Conclusion
The new visual identity and campaign from Twix aim to bring unity and a sense of abundance to the brand’s marketing strategy. While some fans may be sad to see the loss of the ‘pause’ icon, the return to the Twix typeface’s more rounded style and the resurrection of the heritage logo are likely to be well-received.
FAQs
Q: What is the new visual identity and campaign from Twix designed to do?
A: The new visual identity and campaign from Twix are designed to focus on unity and abundance, encouraging customers to "have it all" rather than "pick a side".
Q: What is the new TV spot titled ‘Two is More Than One’ about?
A: The new TV spot is a fun and action-packed commercial that pays homage to classic car chases and showcases the brand’s new visual identity and message.
Q: Who designed the new visual identity?
A: The new visual identity was designed by JKR.
Q: What is the current trend that JKR appears to have jumped on?
A: JKR appears to have jumped on the current trend for resurrecting heritage logos with a modern edge.
