Twix Escalates Rivalry Between Left and Right Twix by Giving them their Own Packs

Mars Incorporated owned candy brand Twix, has built a whole campaign around a patently absurd concept—that there is such a thing as a “left Twix” and a “right Twix” in a Twix pack; that they’re somehow different from each other; and that they’re actually bitter rivals.

That campaign, silly as it may be, has been running for an impressive five years now, having been introduced at the Cannes Lions Festival way back in 2012. And now, the brand is upping the ante by extending the gag to the packaging—and rolling out specially marked Left and Right Twix packs.

At the same time, it’s acknowledging the ridiculousness of the whole concept in a pair of TV spots from BBDO New York that feature people who are the same, but different—like a mortician and an undertaker.


Client: Mars Chocolate North America
Allison Miazga-Bedrick, Brand Director – Filled Bars Portfolio
Thomas Hedworth, Sr. Brand Manager, Twix Brand
Spots: “Undertaker / Mortician,” “Bouncer / Doorman”
Agency: BBDO New York
David Lubars, Chief Creative Officer, BBDO Worldwide
Greg Hahn, Chief Creative Officer, BBDO New York
Gianfranco Arena, Executive Creative Director
Peter Kain, Executive Creative Director
Peter Alsante, Creative Director
Kim Baskinger, Creative Director
Bryan Stokely, Senior Copywriter
Martins Zelcs, Senior Art Director
David Rolfe, Director of Integrated Production
Amy Wertheimer, Group Executive Producer
Alex Gianni, Executive Producer
Melissa Chester, Executive Music Producer
Jeff Regan, Social Media Creator
Kirsten Flanik, President
Susannah Keller, Global Account Director
Lisa Piliguian, Account Director
Tani Corbacho, Account Director
Aparna Joshi, Account Manager
Danee Fields, Account Executive
Annemarie Norris, Group Planning Director
Christina Stoddard, Planning Director
Sean Stogner, Senior Communications Planner

Source: Adweek

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