The “Left Twix” and “Proper Twix” in a bundle of the favored sweet bar are completely different.
The declare that “Left Twix” and “Proper Twix” are completely different originated from a advertising marketing campaign that started in 2012. In actuality, the 2 bars are the identical.
An oft-repeated declare in regards to the sweet bar with “chocolate, caramel, and a shocking cookie crunch,” Twix, resurfaced on social media in November 2024 when a consumer on TikTok posted a video about an alleged distinction between the “Left Twix” and “Proper Twix.”
The declare posits that the left and proper sweet bars contained in a single bundle of Twix are literally completely different. One particular person replied to the video and stated, “It wasn’t at all times like that however two brothers obtained the enterprise and could not agree on their recipe in order that they divided it as much as make a proper and left Twix.”
This declare has made the rounds earlier than. In 2022, content material creators had been doing style exams on YouTube and TikTok in an effort to find the distinction between the “Left Twix” and “Proper Twix.” In 2023, a Reddit thread introduced the declare to mild as soon as once more, however this time recommended that it was all simply advertising.
Even Mars Inc., the producer of the favored sweet bar, supported the declare on its Twix website with an elaborate story about how the 2 completely different sides of the sweet bar got here to be.
(Twix)
In truth, the declare that “Left Twix” and “Proper Twix” are completely different originated from a advertising marketing campaign selling the product that started in 2012 with a commercial echoing the story from Twix web site.
The fictional historical past described begins with two brothers, Seamus and Earl, who shaped a rivalry over their creation of the Twix sweet and which recipe for it was supreme, ultimately resulting in the alleged discrepancy between the 2 variations that turned “Left Twix” and “Proper Twix.”
The distinction, in keeping with Mars, is that “Left Twix turned a crunchy biscuit base upon which caramel was flowed earlier than being bathed in chocolate…. Proper Twix was a cascade of caramel on a crisp biscuit base, cloaked in chocolate.” In different phrases, “tomato, tom-ah-toe,” nevertheless it allowed followers to decide on sides as a part of a playful advertising stunt that prolonged to social media, with customers posting #LeftTwix or #RightTwix in help of their decisions.
The initial campaign ad premiered on the 59th Cannes Lions Worldwide Pageant of Creativity in 2012, the place Mars Inc. received the Advertiser of the Year Award.
In 2017, Mars rebranded Twix packaging with “Two Left” and “Two Proper” choices, permitting customers to buy whichever “facet” they favor.
“Twix is out to have fun issues in the actual world which might be the identical, however completely different — similar to Left Twix and Proper Twix… We all know many followers have a desire with regards to Left or Proper Twix and we’re excited to now supply a pack for all sides,” said Allison Miazga-Bedrick, Twix model director, on the time.
In 2022, a new ad was launched that recommended an finish to the Left/Proper debate, with a brand new slogan proclaiming that no matter which facet a client was on, it was “a very good resolution both means.”
In keeping with America’s Test Kitchen, an unbiased outlet targeted on meals and cooking, the true historical past of Twix is much less dramatic.
Twix is among the many iconic candies created by storied confectionary king Mars, Inc., which started as a humble operation in Minneapolis within the Nineteen Twenties and grew right into a sprawling multinational empire (and by the way one which’s nonetheless household owned). Founder Frank Mars and his son Forrest Mars Sr. skilled their first success with the Milky Manner Bar (1923), adopted by Snickers (1930), 3 Musketeers (1932), M&M’s (1941), and numerous different huge hits within the ensuing years. Forrest Mars Jr. created Twix within the late 1960’s, manufacturing it initially within the firm’s UK subsidiary. In England and European markets, it was offered below the title “Raider.” After it got here on the U.S. market in 1979, it was renamed Twix.
Whereas Seamus and Earl are nowhere to be discovered within the true story of Twix, their legend lives on as new sweet fanatics attempt to decide the subtleties between “Left Twix” and “Proper Twix.”
For the file, there isn’t a distinction, however the marketing campaign labored. In keeping with a 2014 case study by Effie Worldwide, the purveyor of The Effie Awards, self-described because the preeminent award within the promoting business since 1968:
Twix was in want of a strong model marketing campaign — its positioning was inconsistent, launching fully new campaigns each 3-5 years and it was not differentiated from Package-Kat. The purpose was to ship a giant thought that may stick and drive model salience. A model with two distinctive chocolate bars was uniquely poised to create a fictitious rivalry between Left and Proper Twix and encourage individuals to decide on which Twix they love extra. The rivalry fueled each gross sales and a enjoyable client debate.
Snopes reached out to Mars Inc. for direct touch upon the advertising marketing campaign and can replace this text if we hear again.
