Our team at adam&eveDDB London partnered up with MARS Wrigley US for their campaign ‘Disguise’. The work aimed to reinforce Twix’s crunchy cookie ingredient, with the idea that Twix is actually a cookie, cleverly disguised as a candy bar.

As the only cookie-based offering in the chocolate category, Twix looked to leverage its distinctive flavour profile to broaden appeal to Gen Z snackers and steal consumption moments from cookie brands. We designed this campaign to communicate all the ways Twix delivers delight – highlighting its chewy and crunchy textures to solidify amongst consumers that Twix is both a cookie and a candy bar.