Twix Deletes One Half From Your Favorite Duos To Prove Two Beats One

Twix is making absence feel loud by taking away half of what people love.

The Mars Wrigley-owned brand has launched a new out-of-home campaign built around the simple idea of showing only one half of famous duos and letting audiences feel what’s missing.

The work rolls out under Twix’s global platform “Two Is More Than One," launched last year, which aims to highlight its two-bar chocolate.

Called “Iconic Duos,” the campaign tugs at audiences' heartstrings by featuring:

• Laurel without Hardy
• Wallace without Gromit
• Rick without Morty

The result is immediate, with viewers instinctively completing the image in their heads, pushing the idea that 'two is better than one.'

Just like a Twix bar. 

“Twix’s ‘Iconic Duos’ celebrates the magic of two,” Mars Snacking Europe and Central Eurasia VP of brands and content Fabio Ruffet said in a press release. 

"By showing one half of a famous duo, we create an impactful visual that a viewer instinctively solves, reinforcing our core message in a memorable and engaging way, and to drive excitement for Twix."

Overall, the work exemplifies a straightforward brand marketing strategy where simplicity carries the message.

It was developed with adam&eveTBWA, alongside Weber Shandwick and Publicis Media.

Born Licensing handled the process of securing rights to the characters, from identifying viable duos to managing approvals under tight timelines.

When Only Half Feels Wrong

The campaign launched across the UK on March 16 through DOOH and press placements designed for quick recognition.

Each execution relies on speed.

You see the character, notice something is off, and mentally fix it.

For adam&eveTBWA chief creative officers Ant Nelson and Mike Sutherland, the team "didn't need much convincing that Two is More Than One."

"Twix’s brand platform gave us a brilliant opportunity to see what things would look like if we broke up some iconic duos — and ultimately prove the power of two," they added. 

The simplicity behind the idea is what makes it scalable.

Different markets can swap in culturally relevant duos while keeping the same core idea intact.

And instead of adding layers, Twix removes something essential and forces the audience to stop and think of who's missing.

Beyond the visuals, the campaign shows how physical formats like OOH can still compete with digital ads.

And by creating a mental trigger instead of just a message, Twix turns a glance into a reaction.

Twix’s Iconic Duo Breakup

Twix offers a clear example of "less is more" and how subtracting elements can sometimes create stronger brand engagement:

• Simple visual ideas can drive faster audience recognition, especially in formats where attention spans are extremely limited. KitKat's most recent stunt with F1 is a good example of this, creating a life-sized chocolate car to celebrate their brand partnership. 
• Familiar IP can amplify emotional response when used sparingly, allowing audiences to fill in the gaps themselves.
• Strong campaign platforms become more effective when executions push the product truth without overcomplicating the message. Skittles' "Irritate the Rainbow" campaign with adam&eve\TBWA borrows from this idea, encouraging passers-by to stop and think while keeping the idea simple. 

Mars, Incorporated, Twix’s parent company, generated approximately $55 billion in annual revenue in 2024, proof of the brand’s status as a leader in its category. 

Our Take: Is Doing Less the Hardest Thing in Marketing?

Most campaigns add. More copy, more layers, more noise. Twix did the opposite, and it works precisely because of that.

The eureka moment is the whole game. You see one half of a familiar duo, your brain instantly reaches for the other, and the product truth lands before you have even read a single word of copy.

That is genuinely difficult to pull off, and most brands would not trust their audience enough to try.

We believe the lesson here is uncomfortable but simple.

Sometimes the strongest creative decision you can make is to take something away and let people feel the gap.

In other news, Skittles is experimenting with interactive gaming formats with its Flute Gaming Controller, pushing how brands show up in live digital environments.

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