Twix: Left Twix. Right Twix. Pick a Side.

This case study describes how Twix, a chocolate brand owned by Mars, relaunched in the US with a new brand story.

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...

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