To mark National Lookalikes Day, Twix launched a playful, research-led campaign exploring Britain’s fascination with having a double. The story was rooted in the pressures of modern life, with nearly half of Brits saying life would be “twice as easy” with a clone. The campaign was fronted by Samantha Fellows, CEO of the UK’s leading lookalike agency, and Lauren Godfrey from Twix, highlighting how the idea of twinning and delegation appeals to those feeling stretched. By tapping into pop culture trends like Olly Alexander’s recent on-stage “double act”, the campaign brought humour and relevance to the Twix message of “Two is More Than One”.
Challenge:
- Bringing Brand Messaging to Life: Connect Twix’s “Two is More Than One” platform to National Lookalikes Day in a way that feels timely, playful, and authentic to the brand.
- Tapping into the Nation’s Curiosity: Spark a light-hearted national conversation about the appeal of having a double, using relatable stats and humorous insights to reflect how many Brits feel overwhelmed.
- Maximising Media Engagement: Leverage Samantha’s lookalike expertise and Lauren’s brand insight to generate strong media coverage across national and regional broadcast, with broad audience appeal.
Key Statistics:
- Life Would Be Easier with a Double: 49% of Brits say life would be “twice as easy” with a double, while 42% think it would be more fun and 47% believe they’d get more done.
- Delegating the Daily Grind: 48% would have their double do the cleaning, 34% would hand over the washing up, and 31% would send them to work in their place.
- Curious About Clones: Over half (53%) are intrigued by the idea of someone who looks like them, with 49% keen to meet their doppelgänger.
- Gen Z Embrace the Chaos: 76% of Gen Z say life with a clone would be “twice as nice”, highlighting the generation’s openness to playful escapism.
Action:
Samantha Fellows, CEO of the UK’s leading lookalike agency, and Lauren Godfrey from Twix fronted a national broadcast campaign exploring Britain’s obsession with having a double. Appearing across major stations, they discussed how the idea of a clone reflects modern life’s pressures and why “two is better than one” strikes a chord. With a tongue-in-cheek tone and strong brand alignment, the campaign transformed playful insight into a timely media moment with broad audience appeal.
Results:
The campaign achieved 176 broadcast opportunities across the UK and Ireland, reaching a total audience of 9.57 million listeners and viewers. Coverage spanned major national and regional networks, including BBC Radio (Jersey, Guernsey, Cornwall, Sheffield, Leeds, York), Bauer Ireland’s SPIN 1038, Today FM, Red FM, iRadio, and Beat, as well as high-profile local stations such as FM104, Q102, 96FM, C103, and Live 95.
By aligning the activation with National Lookalikes Day, Twix created a media-friendly hook that felt timely and relevant. Light-hearted research findings provided the perfect springboard for relatable broadcast discussion, while the involvement of Samantha Fellows added personality, credibility, and an expert lens to the story. The campaign succeeded in reinforcing the brand’s identity through humour and cultural connection, proving that a playful twist on modern life can deliver widespread impact.
