A Good Thing, TWICE

Twix evolved its brand platform from "Left Twix vs. Right Twix" to "Two Is More Than One", celebrating the joy of getting two identical chocolate bars. The challenge was to create a culturally relevant activation that would make this message resonate with global young adults aged 18–35.

The campaign was built on a simple insight: if fans love something, they want it twice. By partnering with TWICE, one of the world's biggest K-pop groups, Twix tapped into a fandom culture driven by loyalty, participation, and amplification.

From chocolate-covered album teasers and member-inspired limited-edition flavours to sponsorship of TWICE's world tour, the collaboration turned a product benefit into a cultural experience: proving that a good thing is even better when you get it twice.