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Snacks & Candy

Mars Releases 'Left' and 'Right' Twix Packs

New campaign pits the two sides against each other by giving each its own packaging

MCLEAN, Va. -- Mars Chocolate North America's Twix brand has unveiled a new riff on its ongoing marketing campaign, pitting the Left Twix against the Right Twix by giving each "side" its own unique package. Fans of the chocolate candy bar will have to "deSide" which bar they prefer.

"For everyone having a tough time choosing, Twix is prepared to help fans pick which side is right (or left)," the company said. "Custodians can grab a new Left Twix pack, but janitors will want to grab a Right Twix. Singers–Left Twix; vocalists–Right Twix. Bouncers should go for Left Twix, but doormen, clearly, Right Twix. See, it's easy."

"Twix is out to celebrate things in the real world that are the same, but different—just like Left Twix and Right Twix," said Allison Miazga-Bedrick, Twix brand director, Mars Chocolate North America, McLean, Va. "We know many fans have a preference when it comes to Left or Right Twix and we're excited to now offer a pack for each side."

To help introduce the new packs, the brand debuted the #LeftTWIX Vinyl Shop/#RightTWIX Record Store at SXSW Music Festival in Austin, Texas. Twix will appear at other music festivals over the next several months, including Lollapalooza, Music Midtown and iHeartRadio Music Festival. The brand will also roll out a 15-second television ad, "Undertaker/Mortician," and 30-second online videos, created by BBDO New York.

The campaign will also include new ads for the Hispanic market. These 15-second television advertising spots, as well as 15- and 30-second online videos, will feature unique storylines.

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