0-800 TWIXMAXXING
Reminding the world that you can't just eat one Twix bar.
Context
Twix has fallen behind in the candy aisle. Most 18-35 year-olds haven't picked up a bar in ages. Our task: create an activation to make Twix famous for giving you a good thing twice.
Insight
All 18 to 35 year olds are maxxing something nowadays: looksmaxxing, proteinmaxxing, even joymaxxing. We noticed that nobody has ever saved their second Twix bar.
Execution
Twixmaxxing (verb): eating the second Twix immediately without restraint. A parody helpline is launched urging consumers to save their second bar. The campaign fails miserably, as no one can resist Twixmaxxing.
