BBDO New York Stages ‘Taste Test Challenge’ for Twix

By Erik Oster 

BBDO New York launched a new campaign for Twix, entitled “Taste Test Challenge” with ten digital spots playing up the rivalry between Right Twix and Left Twix.

The spots show a “Taste Test Challenge” orchestrated by both Right Twix and Left Twix. Unsurprisingly, each side uses drastic measures to ensure they’re the winner. In one “Totally Unbiased Left Twix Taste Test,” for example, tasters are first presented with a Left Twix, then a Right Twix inside a bear trap, and asked which they prefer. In a “Completely Impartial Right Twix Taste Challenge,” meanwhile, an ordinary Right Twix is pitted against a Left Twix which seems to have a bite taken out of it. There are lots of variations on the theme, with some collected in montages (included above and below). The campaign follows last November’s “Global Video Create-A-Thon,” which saw six BBDO shops square off with digital ads. BBDO New York’s new campaign similarly aims to unleash a wealth of content (ten videos in all). This time around there’s naturally a good deal less variety, as the campaign represents a single shop exploring a single theme, but the effort manages to continue the “Right Twix Vs. Left Twix” theme with a new spin. Twix is also calling on fans to taste and vote for their favorite, with the hashtags “#RightTWIX” and “#LeftTWIX” on Instagram and Twitter. There are also official Left Twix and Right Twix taste tests scheduled for the next several months, including at SXSW, Coachella and Lollapalooza. The campaign will continue to run through September, at which time Twix will purportedly declare a champion and boot the loser from the pack. 

“This is the year the rivalry looks to the fans to Taste and Vote and ultimately declare America’s favorite Twix,” said Twix brand director Allison Miazga-Bedrick. “Fans can keep up with the campaign at, which will include live updates from both sides, a color coded map showing how each side is polling, as well as real-time social feeds.”


Agency: BBDO New York
Client: MARS
Title: TWIX “Taste Test Challenge”

Chief Creative Officer, BBDO Worldwide: David Lubars
Chief Creative Officer, BBDO New York: Greg Hahn
Executive Creative Director: Gianfranco Arena
Executive Creative Director: Peter Kain
Creative Director: Peter Alsante
Creative Director: Andre Massis
Group Executive Producer: Amy Wertheimer
Senior Producer: Darbi Fretwell
Managing Director: Kirsten Flanik
Global Account Director: Susannah Keller
Account Director: Lisa Piliguian
Account Director: Ashley Gill
Account Manager: Lindsey Burleson
Senior Planner: Alaina Crystal
Senior Communications Planner: Sean Stogner

Director: Dan Powell
Executive Producer: Megan Kelly
Line Producer: Robert Smyth

Producer: Sabina-Elease Utley
Editor: Mike Rizzo
Assistant Editor: Zoe Newman

MIX – Heard Ciy
Engineer: Phil Loeb

Colorist: Tim Masick