By Barry Janoff
March 20, 2017: The left side of the brain is responsible for controlling the right side of the body and handles functions that have to do with logic, such as science and mathematics. The right side of the brain controls the left side of the body and handles tasks relating to creativity, writing and the arts.
None of which comes to play in Twix’ on-going "“Left Twix Right Twix"d campaign.
Twix is getting serious, relatively speaking, about its tongue-in-cheek effort, which is based on the premise that each half of the chocolate-and-caramel-covered biscuit treat, which come two sticks to a bar, are somehow unique.
Previous efforts include spots showing that the left side of the candy was made in a different factory than the right side.
Earlier this month, the brand from Mars Inc. introduced a faux infomercial starring Stan Blondek, professional Twix Bites sorter, "who has years of experience identifying left and right Twix" and who is "available day or night to help you sort out your Twix dilemma."
The next step: New packaging is labeled Left Twix and Right Twix, complete with a supporting multi-media campaign that in no way seeks to explain how the effort defies the laws of nature.
"Twix is out to celebrate things in the real world that are the same, but different – just like Left Twix and Right Twix," Allison Miazga-Bedrick, Twix brand director for Mars Chocolate North America, said in a statement. "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."
The packaging was unveiled last week at a pop-up #LeftTwix Vinyl Shop/#RightTwix Record Store at the South By Southwest Music Festival.
Now comes the full-on rollout, with TV, Internet, social media, POP and consumer activation.
Lead agency is BBDO NY.
According to the brand, "The time has arrived. Left Twix and Right Twix each have their own unique package, meaning fans can finally have two of their favorite cookie caramel chocolate bars in every Twix pack. For those without a favorite, it's time to 'deSide.' Which side are you? Left Twix or Right Twix?"
To help the effort, a pair of new spots clarifies — while also complicates — the situation.
In "Undertaker/Mortician," two men who work in a funeral home are eating Twix and discussing the left-right situation. “It’s about time they gave Twix left and right their own packs," says one. "I don’t know what they were doing in the same pack to begin with." "They have about as much in common as you being a mortician and me an undertaker," the other replies.
The scene then cuts to two other guys standing nearby. "Or you a janitor and me a custodian." And then to two creepy women. "Or you a ghost and me a spirit . . ." at which point they all laugh.
In "Bouncer," two burly dudes are guarding the entrance to a night club. As they eat Twix, they converse about the new packages. "I’m a Left Twix guy," says one, who is holding a Twix bar in his left hand. "I’m glad to see they finally got their own package." The other, holding Twix in his right hand, offers, "Acting lie they are they same thing is as ignorant as say you, a bouncer, is the same as me, a doorman."
"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."
The joke continues when three young women, who want to get into the club, ask, "Is there a cover to get into the club?" The Right Twix bouncer replies, "This club has no cover charge to enter but it’s five bucks to get it." Leaving the three women as bewildered as the rest of us.
Twix said the campaign would include new 15-second Hispanic spots as well as 15- and 30-second online videos, each with unique storylines.
In addition, Twix said it would continue to appear at music festivals over the next several months, including Lollapalooza, Music Midtown and iHeartRadio Music Festival, "asking fans to deSide: #LeftTwix or #RightTwix."
The Twix Bite campaign featuring Stan Blodek, Professional Twix Bites Sorter, (who even has his own Linkedin page) goes so far as to provide a phone number — 855-442-9202 — which when Googled comes up as the Yellow Cab company in Whittier, Calif.
In reality, according to a spokesperson for the brand, "Twix actually owns the number, so if you dial it, you will be connected with Stan Blondek’s office."
Dialing the number gets you a recorded message: "You have reached the office of Stan Blondek, voted by Sort Magazine as of one of America’s top Twix Bites sorters six years in a row.
"Press 1 for Stan’s sorting tip of the day: 'The chocolate flowing process that goes into making Left Twix Bites leaves the ridges tracking from left to right, while the completely different cascading process used for Right Twix Bites sets the ridges in a right to left pattern.'
"Press 2 for customer commendations: 'Using Stan to sort my Twix Bites has given me more time to spend with my kids.'
"Press 3 to make an appointment with Stan: 'Sorry, due to high demand, Stan is booked for the rest of the year.'"