Twix’s Iconic Duos campaign: showcasing power of licensed characters

Mars Wrigley’s Twix has launched a new UK out-of-home campaign supporting its global platform, “Two is More Than One,” built around the idea that two is better than one.

Iconic Duos

The campaign, titled “Iconic Duos,” features only one half of well-known pairs, such as Laurel without Hardy, Rick without Morty, and Wallace without Gromit, encouraging audiences to mentally complete the duo and reinforcing the message in a simple, memorable way.

Born Licensing played a key role in delivering the campaign, overseeing the entire licensing process. From early concept development and character selection to feasibility checks and creative guidance, the team ensured alignment with both brand goals and rights holder requirements. They also managed negotiations with multiple licensors and handled the full approvals process, coordinating feedback and securing final sign-off.

Running across prominent outdoor locations in the UK

Created in partnership with adam&eveTBWA, Weber Shandwick, and Publicis Media, the campaign is running across prominent outdoor locations in the UK.

CEO David Born highlighted the power of entertainment IP, noting that iconic duos instantly trigger recognition and emotional connection, something brands typically take years to achieve.

Source: https://licensing.biz/twixs-iconic-duos-campaign-showcases-power-of-licensed-characters/