After a decade of the “Left Twix / Right Twix” brand communication, limitations existed in its ability to translate beyond advertising storytelling and to generate meaning/association for Twix, beyond product attributes alone.

We’ve created a new brand campaign “When Life Underdelivers, There’s More to a Twix” that will make Twix famous in culture, guides how the brand should behave in the real world and taps into larger motivations and meaning. In a world where things don’t always live up to our expectations, Twix exceeds them by overdelivering on delight. A Twix bar is not just one note… it’s a contrast of tastes and textures. It’s not just one bar… it’s an entire second helping. It’s not just one treat… it’s a cookie/biscuit inside a chocolate bar.

The objective is to grow Twix by recruiting and driving relevance among Gen Z communities and amplifying brand relevance and passion.

The talking eyebrows of Johnny and his Mom were animated to talk as if they had mouths of their own. The challenge of this animation was to make them look lifelike and not overly CGI. The eyebrows captured little nuances of a mouth talking while not making it too perfect, so it felt more real. The hair holding the Twix was done practically with a stick holding the Twix bar and was green screened out.

Consumer testing results revealed the content exceeded benchmarks for view-through-rate and emotional engagement, and drove more than 2x the rate of engaged attention, vs. norms.