Twix Disguise Campaign Reframes a Candy Bar as a Cookie
Twix 'Disguise' is a 2024 US film campaign created by adamandeveDDB / Team Omnicom for Mars that positions Twix as a cookie cleverly disguised as a candy bar, using humour to deepen consumer appreciation for the product's dual cookie-and-candy-bar identity across broadcast and digital channels.
Launched on June 4, 2024, in the United States, the campaign centres on a single, deceptively simple brand proposition: Twix is, at its core, a cookie in chocolate clothing. The creative work dramatises this idea with a tongue-in-cheek sensibility, leaning into the product's layered texture profile — a crunchy cookie base, chewy caramel, and a chocolate coating — to argue that the bar has been hiding its true nature all along. The campaign comprises a thirty-second hero execution titled 'Disguise' and a fifteen-second cut titled 'Motorcycle Gang,' both distributed across AV, FEP, and OLV placements, as well as social platforms including Snap, Meta, and TikTok, as reported by CampaignLive.
The geographic focus is squarely on the United States, where Mars competes in one of the most crowded confectionery and snacks environments in the world. By shifting the conversation from Twix as a candy bar to Twix as a cookie, adamandeveDDB / Team Omnicom give the brand a new axis of differentiation — one that speaks directly to a Gen Z audience that is increasingly resistant to rigid product-category labels. The campaign earns a Clapboard Score of 63 out of 100, reflecting competent strategic thinking and an appealing creative conceit that stops short of the cultural breakthrough its central idea might have supported.
Mars identified a strategic gap in how Twix is perceived among younger consumers in the United States. The brand's crunchy cookie component — the structural and textural element that most distinguishes Twix from competitors such as Snickers and Kit Kat — was under-communicated, leaving a meaningful point of differentiation unexploited among Gen Z snackers who actively seek products that blur category lines.
The US confectionery and snacks market provides significant commercial context for this decision. According to Market Us, the global confectionery market was estimated at approximately 287 billion dollars in 2024, with chocolate confectionery representing a substantial share of that total. Mars held approximately 13.9 percent of global confectionery value share in 2023, according to gminsights.com, placing it among the top five manufacturers that collectively held around 46 percent of global value share in the same period, per the same source. In the United States specifically, this competitive concentration means that brand-level differentiation — not category-level growth — determines market share movement.
Rivals Mondelēz International and Ferrero occupy adjacent positions in the US confectionery space, with Mondelēz operating established cookie brands that consumers already associate with the crunchy, biscuit-forward eating occasion Twix is now claiming. By repositioning Twix as a cookie in chocolate clothing, adamandeveDDB / Team Omnicom effectively move the brand into contested cookie territory rather than defending ground against conventional candy-bar competitors. This strategic shift extends a lineage of Mars campaigns that have dramatised Twix's duality: a 2022 film campaign titled 'Bears,' also from adam&eveDDB, foregrounded the identical relationship between the two bars in a pack, while 'Disguise' pivots the axis of duality from bar-to-bar to ingredient-to-category, as documented by adsoftheworld.com.
The 'Disguise' film campaign is directed by Traktor, specifically director Pontus, through production company Stink. The choice of Traktor — a collective with a long track record in comedy-inflected advertising — signals a deliberate creative register: deadpan visual storytelling in which the absurdity of the conceit carries the argument rather than exposition or voiceover. The director of photography brought a controlled visual palette to the execution, grounding the humour in a heightened but recognisable world.
Within adamandeveDDB / Team Omnicom, the creative team is led by Chief Creative Officer Richard Brim, with Creative Directors Colin Booth and Ben Stilitz shaping the campaign's comic logic. Creatives Ben Robinson and Mike Whiteside are credited with the executional work, while Agency Producer Jess Middleton oversaw production. Executive Strategy Director Nick Hirst and Strategy Director Josh Drueck of DDB Chicago built the strategic architecture that frames Twix as a cookie hiding in plain sight. Executive Producer Jon Chads and production company producer Lucy Gossage managed the Stink-side production, with Chief Client Officer Sam LeCoeur and CEO Miranda Hipwell representing agency leadership throughout the engagement.
The thirty-second 'Disguise' execution and the fifteen-second 'Motorcycle Gang' cut work together across a multi-channel distribution plan spanning broadcast-quality AV placements and social-native formats on Snap, Meta, and TikTok. The decision to produce a dedicated shorter cut for social reflects an understanding that Gen Z audiences in the United States engage with brand content in compressed timeframes and platform-specific contexts. The campaign's humorous tone — described by the brand itself as tongue-in-cheek — is consistent across both executions, preserving the integrity of the cookie-disguise conceit regardless of platform or duration.
No verified third-party performance data for the 'Disguise' campaign — such as sales lift, brand tracking movement, or paid media reach figures — is publicly available. The campaign's archive presence on Ads of the World generated 7,629 views, 56 likes, and 8 comments, as recorded on the platform listing. These figures represent engagement within a professional advertising audience rather than the broader US consumer base the campaign was designed to reach, and should be read accordingly.
Structurally, the campaign demonstrates clear effectiveness markers. The creative proposition — a cookie disguised as a candy bar — is singular, memorable, and directly rooted in a genuine product truth. It gives consumers a new language for describing Twix that is both accurate and surprising, which is a reliable precondition for earned social amplification. The multi-platform deployment across AV, FEP, OLV, Snap, Meta, and TikTok reflects a media strategy calibrated for the fragmented attention environment in which US Gen Z snack consumers actually spend time.
Where the campaign shows structural limitations — and where its Clapboard Score of 63 out of 100 reflects honest assessment — is in the depth of the creative development around the central idea. The disguise conceit is compelling as a proposition but the executional work, while competent and correctly toned, does not fully exploit the comic or cultural potential of the category-boundary tension the strategy identifies. No awards recognition for 'Disguise' has been identified across major industry programmes, which is consistent with a campaign that performs its brief reliably without reaching the level of creative distinction that drives competitive recognition.
Twix 'Disguise' is a 2024 US film campaign positioning Twix as a cookie in chocolate clothing. Created by adamandeveDDB / Team Omnicom for Mars, it uses humour to argue that Twix's crunchy cookie base makes it more cookie than candy bar, targeting Gen Z snackers across broadcast and social platforms including TikTok, Snap, and Meta.
adamandeveDDB / Team Omnicom created the 'Disguise' campaign for Mars. The creative team was led by Chief Creative Officer Richard Brim, with Creative Directors Colin Booth and Ben Stilitz, and creatives Ben Robinson and Mike Whiteside. The campaign was directed by Traktor director Pontus through production company Stink and launched in the United States in June 2024.
Twix 'Disguise' launched in the United States on June 4, 2024. The campaign was listed on Ads of the World on that date and subsequently reported by CampaignLive on June 5, 2024. It comprised a thirty-second hero film and a fifteen-second 'Motorcycle Gang' cut distributed across AV, FEP, OLV, and social channels.
Twix 'Disguise' extends a Mars and adam&eveDDB strategy of dramatising Twix's duality. A 2022 campaign titled 'Bears' highlighted the identical relationship between the two bars in a pack, as documented by adsoftheworld.com. 'Disguise' shifts that duality from bar-to-bar to ingredient-to-category, arguing Twix is fundamentally a cookie rather than a conventional candy bar.
Twix 'Disguise' receives a Clapboard Score of 63 out of 100. The score reflects a genuine and well-executed creative proposition rooted in product truth, combined with appropriate tonal calibration for Gen Z audiences in the United States, but acknowledges that the executional work does not fully realise the cultural potential of its central cookie-disguise conceit.
Twix 'Disguise' ran across AV, FEP, and OLV placements alongside social media channels including Snap, Meta, and TikTok in the United States. This multi-platform distribution strategy reflects adamandeveDDB / Team Omnicom's intent to reach Gen Z snack consumers across both broadcast-quality environments and the short-form social formats where that audience is most active.
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