Twix ditches left-right divide for new brand position around unity

Twix is ditching its long-standing «left or right» brand positioning in favor of a new campaign that emphasizes unity. The move is part of a $70 million effort to appeal to younger consumers who are increasingly turned off by polarization.

The new campaign, called «One Bar. Two Flavors. Infinite Possibilities,» features a series of ads that show people coming together from different backgrounds. The ads also highlight the fact that Twix is a candy bar with two different flavors, which can be enjoyed together or separately.

«We’re living in a time where people are looking for ways to connect and find common ground,» said Arnab Basu, senior vice president of marketing for Mars Wrigley Confectionery. «Twix is a brand that’s always been about bringing people together, and we wanted to create a campaign that reflects that.»

The new campaign is a departure from Twix’s previous «left or right» positioning, which was introduced in the 1980s. The campaign featured two commercials that showed people arguing about which side of the Twix bar was better.

The new campaign is not the only change that Twix is making. The brand is also introducing a new packaging design that features a more modern look. The new packaging also includes a QR code that consumers can scan to learn more about the brand’s commitment to unity.

Twix’s new brand positioning is a smart move. It acknowledges the fact that young consumers are increasingly turned off by polarization. It also capitalizes on the growing fondness for maximalism.

Maximalism is a trend that is all about embracing excess and over-the-topness. Twix’s new campaign is full of maximalist elements, such as the use of bright colors, bold graphics, and catchy music.

The new campaign is also a good example of how brands can use marketing to make a positive impact on the world. Twix’s commitment to unity is a message that everyone can appreciate.

Check too: Wrong Marketing Metrics: Study Highlights Measurement Mishaps

The new campaign is off to a strong start. It has already been viewed millions of times online and has been featured in major media outlets.

Twix’s new brand positioning is a smart move that is sure to pay off in the long run. It is a move that is both relevant and timely. It is a move that is sure to resonate with young consumers who are looking for ways to connect and find common ground.

Here are some of the key takeaways from this article:

• Twix is ditching its long-standing «left or right» brand positioning in favor of a new campaign that emphasizes unity.
• The new campaign, called «One Bar. Two Flavors. Infinite Possibilities,» features a series of ads that show people coming together from different backgrounds.
• The new campaign is part of a $70 million effort to appeal to younger consumers who are increasingly turned off by polarization.
• Twix’s new brand positioning is a smart move that acknowledges the fact that young consumers are increasingly turned off by polarization.
• The new campaign is also a good example of how brands can use marketing to make a positive impact on the world.
• Twix’s new brand positioning is off to a strong start and is sure to pay off in the long run.

Source: Marketing Dive