Twix

Twix wanted to redirect their marketing strategy away from its traditional "sharing" narrative toward a personal, flexible snack experience that resonates with a younger audience. When speaking directly with our target group, three key pain points emerged: eating both bars at once felt like too much, they almost always wanted to share with a friend, and saving the second bar was practically impossible because an open package meant it would spill out in their bag. To support this strategic pivot, we redesigned the classic wrapper with a physical perforation, allowing consumers to split the package cleanly in two. Enjoy one bar and keep the other safe – no pressure to share. However taking the concept a step further, the campaign gives interactive purpose to the saved half, creating a brand-new ritual no snack brand has done before. New Blood 2026 Collaboration: Victor Bentzen