For over a decade, the Twix brand thrived on a playful rivalry. The iconic ‘Left Twix versus Right Twix’ platform challenged fans to pick a side, but this has slowly felt less resonant in today’s cultural climate. Twix has now established a new strategy, ‘Twix gives you a good thing twice’ presented through a culturally relevant brand activation, between ages 18-35 who haven’t engaged with the brand in a while.