Unlike most candy bars, Twix sells in pairs, and the name is a portmanteau of “Twin Sticks.” Though the two treats of deliciousness are identical, that hasn’t stopped the brand from creating faux differences between them in recent years as part of its advertising campaign, inviting consumers to pick the right or left bar.
Last week, however, Mars’ candy brand underwent a refresh. As part of the updated brand identity, there’s now a shift from its “pick a side” or left Twix/right Twix to something slightly less divisive. Instead, the brand is leaning toward a “two is better than one” message. The new concept is supported by a new campaign created by the agency Adam & Eve DDB with design from JKR.
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