Twix: Left Twix. Right Twix. Pick a Side.
Agency: BBDO New YorkAdvertiser: Mars Chocolate North AmericaBrand: TwixCountry: USA
Objectives
Defend against huge competitive threat.
Within the U.S. confections category, Twix was a relatively small brand. The franchise was ranked ninth behind behemoth brands like Reese's (first) and M&M's (second), each generating nearly five times the sales of Twix.1 Its nearest competitor, Kit-Kat was ranked fifth, with more than 1.5 times the sales of Twix.1
Historically, Kit-Kat and Twix had battled over chocolate fans who enjoyed the unique cookie-like crunch...