We told the world that the two identical chocolate bars in each pack of Twix come from completely separate factories, factories that believe they make a unique product and hate each other.

Facebook is a social place and therefore a great location for a debate (as long as it’s not a political one). The tone of our work was cheeky and light, and that made the campaign shareable on Facebook.

The attitude of the campaign carried into the real world with identical Right and Left Twix sampling booths side by side. A taste test is a very relevant thing to food consumers, but it’s cheeky when consumers are comparing the exact same candy.

Prior to this campaign, Twix had 15 different taglines around the world. The Left/Right campaign has now been adopted in 20 countries. In the first two weeks of the campaign, Twix’s Facebook fan community grew by 50,000, helping generate a 43% increase in engagement with Twix’s Facebook page in the first month. Most important, year-to-date (through Q1 2013) dollar sales for Twix are up 13.2% globally.