Twix Escalates Rivalry Between Left and Right Twix by Giving Them Their Own Packs

Mars brand's loopy conceit extends to packaging

Mars 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. Check out those spots here:

On the one hand, it’s surprising this campaign has lasted so long, given that it makes no sense at all (though of course, this is a category that revels in nonsense). The packaging gag shouldn’t be a huge surprise, though—Mars has been big on specialty packaging for years with its Snickers brand.

Check out the new Twix packaging shots below.

CREDITS
Client: Mars Chocolate North America
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

Allison Miazga-Bedrick, Brand Director – Filled Bars Portfolio
Thomas Hedworth, Sr. Brand Manager, Twix® Brand

Biscuit: Production
Aaron Stoller, Director
Bob Yoeman, DOP
Samantha Gore, Production Designer
Shawn Lacy, Managing Director
Holly Vega, Executive Producer
Mercedes Allen-Sarria, Head of Production
Rachel Glaub, Head of Production
Cindy Becker, Producer
Ash Marshall, Production Supervisor

N06 – Editorial
Jason Macdonald, Editor
Ryan Bukowski, Asst. Editor
Ling Chua, Asst. Editor
Corina Dennison, EP
Laura Molinaro, Sr. Producer
Ed Skupeen, Flame/Fxs
Mark Reyes, Asst. Flame/VFXs Artist

Sound Lounge – Audio
Tom Jucarons, Mixer