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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.
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