Food manufacturer Mars, Advertiser of the Year winners at Cannes Lions Festival, is embarking on a vibrant new campaign for its Twix product.


The ad campaign will invite consumers to "pick" one side of the famous chocolate bar over the other, in an effort to forge debate and competition to inspire consumers to the brand. These comedic and humorous adverts will based across multiple platforms, including Twitter, Facebook, YouTube, television, radio and outdoor billboards.

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.

"This is a rivalry between the two chocolate fingers," said David Lubars, chief creative officer of BBDO, the global agency for Twix. "People like rivalry. They're asked to pick one, but what makes it silly and fun is that they're identical."

Kit Kat used competition and social media to great effect with their four-flavours campaign, with consumers and fans selecting and eventual winner. Mars will hope that their Twix brand can have the same success.

The battle between each finger of Twix is upon us!