Twix®, has unveiled a new out-of-home advertising campaign launching in the UK, designed to reinforce its new global brand platform: Two is More Than One.

Twix knows that one of something is great but that it isn’t nearly as good as two. In a playful nod to its name - which is derived from ‘twin sticks’ - Twix’s Iconic Duos campaign explores the power of two, showing that the only thing better than one delicious Twix bar is knowing you have a second bar, to double the enjoyment.

The poster campaign aims to capture attention by playfully presenting one half of globally recognised iconic duos. The posters feature Laurel without Hardy, Rick without Morty, and Wallace without Gromit. While each character is brilliant on their own, the campaign playfully illustrates that with their famous partner by their side, they become even more iconic.

The launch closely follows Twix’s award-winning success with innovative campaigns Harmoniser and Second Screen Staredown, which both celebrated Twix’s two-bar format in an engaging and interactive way. The latest campaign has been developed in close partnership with Adam&EveTBWA, alongside Weber Shandwick and Publicis Media.

Fabio Ruffet, VP Brands & Content, Europe & Central Eurasia, Mars Snacking, said: "Twix’s Iconic Duos celebrates the magic of two. Twix has always been unique with its two-bar format, and this light-hearted campaign allows us to create immediate impact with consumers.

“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."

Adam&EveTBWA Chief Creative Officers Ant Nelson and Mike Sutherland said "As a creative duo, we 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.”