Disguise - Twix, Mars | Clapboard Ad Archive

TWIX’s 2024 campaign Disguise, conceived by adamandeveDDB and Team Omnicom for Mars, underscores a bold reset for the brand within the fiercely competitive US confectionery and snacks category by embracing the hybrid identity at its core: a chewy, crunchy cookie cleverly masked as a candy bar. Anchored by a film-led creative that draws on wit and cultural self-awareness, Disguise leverages TWIX’s distinctive sensory appeal — the duality of biscuit snap and caramel chewiness — to position the brand squarely in line with Gen Z sensibilities, who gravitate toward snacks that straddle categories and break conventions. The campaign’s tongue-in-cheek tone reframes the product as more than just chocolate, elevating the conversation to one about texture, form, and the joy of playful discovery. This strategy effectively differentiates TWIX from competitors like Hershey’s, Snickers, Kit Kat, and Reese’s, who chiefly rely on nostalgia, satiety, or ingredient uniqueness. By inviting audiences to view TWIX as a cookie in chocolate clothing, the Mars-owned brand punctures the predictability of traditional category codes, while the adaptation across AV, FEP, OLV, and digital social platforms like Snap, Meta, and TikTok ensures presence at every touchpoint where Gen Z audiences live, laugh, and snack. Rather than falling into the well-worn tropes of product demonstration or explicit comparison, the campaign employs what Clapboard’s taxonomy identifies as FORMAT#9—Symbolize the Benefit, using exaggeration and visual metaphor to dramatize TWIX’s dual nature and pleasurable eating experience. For a brand long positioned as a staple of the American candy aisle, this pivot gives TWIX fresh voice and cultural immediacy, poking fun at its own monolithic candy-bar status to reveal an accessible, characterful cookie alternative for a digitally native generation. The campaign earns 63/100 in Clapboard's global creative archive. With Disguise, TWIX signals to the industry that restless innovation in product positioning — especially when executed with this level of creative confidence — can unlock new emotional territories for even the most familiar snacking icons.