Challenge: Make Twix famous for giving people a good thing, twice, through an attention-grabbing and culturally relevant brand activation.

Insight: 84% of under 35 year olds have reported being ghosted in the last year. Silence has become socially acceptable, even expected. Following up is one of the only ways people signal genuine interest anymore.

Idea: Twix rewards and celebrates the double text by letting people send their second message on a Twix.