With a $2 million campaign, Mars places a large wager on its "sleeper" brand Twix.

Twix is moving from division to abundance, according to Rankin Carroll, chief brand officer of the candy company. He also explains why the initiative was "course-corrected" after five months, leaving him "terrified but energized."Twix has been a mainstay of the Mars candy company since it was first released in the UK and the US in the late 1960s. The chocolate bar has continuously embraced its "duo" appeal with its unique twin-bar form, frequently asking customers to "pick a side."One of Twix's most well-known advertisements, created by the previous agency-of-record BBDO New York, narrated the tale of Seamus and Earl, the brothers and founders, who were never able to move past the incident in which they broke their prototype Twix bar in two. The notion that the two sides were always at odds, even though they were the same, was reaffirmed during the 2012 campaign.

Since 2022, the Mars brand has collaborated with Adam&EveDDB, another Omnicom creative firm, on advertisements such as "Bear," which once more drew attention to the bars' similarity, and "Disguise," which last year brilliantly and playfully depicted Twix as a cookie masquerading as a candy bar.