The ‘Pick a Side’ campaign will launch in Germany and the US next month before being rolled out to 48 other countries including the UK over the following months.
Activity is led by a comical 60-second advert based around the idea of a rivalry between the two Twix bars. The ad is set in Victorian times and features two inventors who create a single
Twix bar, but are constantly fighting over it and so decide to make their own individual bars, one left and one right.
Future spots will extend the story, which will also be told through Facebook, Twitter, radio and outdoor activity.
Mars says the campaign will “literally” create a rivalry between the “Left Twix” and the “Right Twix”, putting the brand at the “heart of a great story.”
The ad was premiered at the Cannes Lions Festival where the food manufacturer was named Advertiser of the Year.