Twix: A tale of two bars - How story-telling helped turn Twix into a truly global brand

This case study explains how Twix, the chocolate brand, invented a brand history to engage people and increase sales in the US and other markets.

Twix: A tale of two bars - how story-telling helped turn Twix into a truly global brand

Principal authors: Crystal Rix, BBDO NY; Lucy Howard, AMV BBDOContributing authors: Dale Green, Mars Chocolate; Matt Turnbull, AMV BBDO

1. Précis

"Happiness. Simple as… chocolate, or tortuous as the heart. Bitter. Sweet. Alive."

Joanne Harris, Chocolat

Chocolate is an emotive topic… at once seductive and regressive, with consumers feeling a strong and personal bond with their favourite brands.

Interestingly, whilst people might love Twix as a product, they have not necessarily related to it emotionally, as a...

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