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DMB&B Spot Shifts Mars Candy’s Strategy
CHICAGO–Facing strong competition from a new rival in the category, M&M/Mars this week breaks a campaign for Twix from D’Arcy Masius Benton & Bowles that returns focus to the candy’s cookie base.
A TV spot breaking Feb. 1 introduces Twix’s new tagline: “Smarter than the average cookie.” It replaces the 2-year-old “Two for me, none for you.”
Work under the previous tagline emphasized the dual nature of the Twix bar, which creative suggested was so good it didn’t merit sharing.
“That’s cool, but it may not be as unique as it was before,” said Gordon Robertson, a vice president and creative director at the St.
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