Twix debuts split-screen Instagram Story as part of left/right campaign

Brief:

Mars candy brand Twix posted its first split-screen Instagram Story to explain the differences between people who prefer the "left Twix" or the "right Twix" as part of its ongoing ad campaign first introduced in 2012. Twix urged viewers to pick a side after watching the Instagram story, per a statement.
The Story shows the results of a light-hearted "survey" that included a questionnaire and facial recognition analysis to determine the differences between left and right Twix fans. The survey found that Twix fans are "the same, but different," as about half of left Twix fans "prefer to stay in" while 50% of right Twix fans "favor chilling at home."
Twix also created a short video to show how its research was conducted and explaining the differences between left and right Twix fans. Mars partnered with agency Weber Shandwick on the latest campaign, per The Drum.

Insight:

Twix's Instagram Story is notable for using a split screen as part of a coy campaign that claims to have "scientific" proof of differences between people who prefer one side of a Twix bar. Twix has 661,000 followers on Instagram, the Facebook-owned image-sharing app with more than 1 billion users worldwide, while fellow Mars brands M&M's and Snickers have 875,000 and 242,000 followers, respectively. Running the split-screen Story on its official brand channel — instead of as an ad — could help Twix better engage with likely consumers. While advertisers had been slow to spend on Instagram Stories, clients prefer the format to Snapchat Stories.

The Twix campaign is a continuation of a humorous concept that ultimately shows there isn't much difference between the two sides. Last year, Twix extended the campaign into its packaging with some bars being labeled as "two left" while others were marked "two right." BBDO New York created two TV spots that featured people who are the same, but different, such as a mortician and an undertaker, per Adweek.

Parent company Mars Wrigley Confectionery has been active in the past year on social media, starting with a sweepstakes as part of its return to running a 30-second commercial for M&M’s during the Super Bowl. The brand asked people to record their best touchdown dance while featuring M&M's candy, and to post the videos on Twitter, Facebook or Instagram to win. Previously, the brand told a choose-your-own adventure ghost story across Facebook, Instagram and Twitter in weekly installments throughout October.