What's the Difference Between Left and Right Twix?

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: [kickout id="1"] [kickout id="2"] 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

Marketing Innovation

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

Mars brand's loopy conceit extends to packaging

Tim Nudd

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Tim Nudd