Twix

I lead strategy on adam&eve’s MARS Snacking portfolio, working across Twix, Bounty, Extra and more. It’s a fun time. But on Twix it’s a fun, fun time. That’s because we have the smartest dumb strategy of them all, hero-ing the ‘two-ness’ of Twix with its platform ‘Two Is More Than One’.

From this platform we’ve launched global brand work, new NPDs and earned-led activations to get the brand into culture. If there’s a chance to prove that life is better when you embrace the power of two, you bet we’re trying to do it. There’s more in the works too.

My role: Strategy Partner