In March 2015, Twix needed a fresh way within their current campaign structure to relaunch their Peanut Butter Twix. So Left Twix hired Nick Lachey to give them an edge over Right Twix. Not to be outdone, Right Twix also hired a celebrity spokesman. And it was also Nick Lachey.

The rival campaigns tapped into the existing culture of advertising rivalries between competitors and played out across multiple channels. Fans saw Nick hired, fired and rehired by both Left Twix and Right Twix through social media posts, pre-roll videos, shareable content, and even fan site integrations. And, through it all, both Nick and Twix stayed true to the joke and never broke character.

The campaign surpassed its goals for sales and awareness. User engagement with the Twix Facebook page has increased 277%. The campaign even helped drive a 16% sales increase for the Twix brand — three times the category growth average.

The timeline for the rollout of the campaign stayed fluid throughout, and we were able to adjust it based on user interaction and engagement with the campaign. Each step of the way was supported by a PR effort to keep the story in the public eye and use media outlets to give the story an authentic feel.

The campaign began with Left Twix and Right Twix each independently announcing Nick Lachey as their respective spokesman through Facebook. Then they sent out competing press releases to media outlets to help make the story “news.” Throughout the campaign, the two sides went back and forth releasing competing videos, and each enlisted Nick to help on Twitter. When the scandalous video of Nick “leaked” on an actual fan site and both Twixs fired Nick, he also used Twitter to swear his allegiance to Left Twix, and then to Right Twix moments later.

The campaign drew the attention of blogs, Internet users, and news outlets everywhere, gaining it 1.5 million views and 170 million media impressions so far in its first three weeks. User engagement with the Twix Facebook page has increased 277%. And while neither Twix got an edge over the other, the campaign helped drive a 16% sales increase for the Twix brand — three times the category growth average; all thanks to Left Twix spokesman Nick Lachey, and Right Twix spokesman Nick Lachey.