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Squaring off with its rival, the brand has launched a Left Twix taste test countrywide, allowing consumers to pick their favourite
Mars Chocolate has launched a nationwide Taste and Vote initiative in conjunction with Twix to prove that the confectionery line is America’s household choice. Squaring off with its rival, the brand is rolling out a Left Twix taste test across the country, allowing consumers to pick a side.
Fans are encouraged to participate by casting their votes via Instagram and Twitter using the #LeftTWIX hashtag. The promotional series suggests no one will need the other hashtag once he or she has experienced the variant for its chocolate-rich, caramel cookie uniqueness.
Meanwhile, consumers can further engage with the marque over the next several months at several music festivals and entertainment events throughout the country. The exercise begins in March to coincide with Nash Live in Austin taking place during Music Week at South by Southwest in Austin, Texas.
Drawing to a close in September, the taste test is expected to crown the best Twix in the United States. With the win, a limited supply of Left Twix promotional packs will be available; two Left Twix bars will be seated side by side without interruption from the right.
Created by BBDO New York, the digital video advertisements from the push have premiered. In line with the left version of the nation’s preferred Twix selection, users can track the progress of the widespread Taste and Vote taste tests via a dedicated website as well as YouTube.
“Fans can keep up with the campaign online, enjoy live updates from both sides, a colour-coded map showing how each side is polling as well as real-time social feeds,” said Allison Miazga-Bedrick, Twix Brand Director at Mars Chocolate North America.
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