Twix: Both Yours campaign

An opened gold Twix wrapper with the two bars numbered 1 and 2, under BOTH YOURS and LIVE THE DOUBLE LIFE on orange

Role: Brand strategy & campaign design
Deliverables: Strategy, social, out of home
Context: Brand strategy brief
Year: 2026

Both Yours is a brand strategy I wrote for Twix, answering a brief. Twix owns the private tab: by hijacking the most performative platform on earth, the campaign celebrates the most honest act imaginable, eating both bars.

It seeds LinkedIn with zero-irony career milestone posts about exactly that. The format is instantly recognisable, and the joke is the contrast.

Strategy

Twix is seen, but not chosen.

A @twix post on maroon, on paper: a message from CEO, "i will return after my Twix break / both bars"

LinkedIn takeover

Career milestone posts, with zero irony, about eating both bars.

Three LinkedIn posts on red: "The happiest announcement you'll read today", "I have accepted both Twix bars. #BothYours" and "Two bars. Every time."

Out of home

Publicly a productive member of society. Privately, both bars.

Three digital subway screens on yellow tile: PUBLICLY PRODUCTIVE MEMBER OF SOCIETY, PRIVATELY BOTH TWIX BARS NO SURVIVORS, and BOTH YOURS

Red wheat-paste posters on a dark hoarding: RIGHT BAR, NONE OF YOUR BUSINESS and LEFT BAR, PROFESSIONAL DEVELOPMENT

A bus-shelter poster: ONE FOR THE CV, ONE FOR THE SOUL, BOTH YOURS. LIVE THE DOUBLE LIFE., over a bitten Twix bar

Connections

Twix break
Problem, insight, solution

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