Advertising Facial Recognition

Twix takes ‘Left or Right Twix’ preference drive to new heights with facial analysis


By Kyle O'Brien, Creative Works Editor

September 5, 2018 | 3 min read

The Mars Wrigley Confectionery company has been having plenty of fun with its long-running ‘Left Twix vs Right Twix’ preference campaign. Now, it has gone to fairly ridiculous technological lengths to find the differences between those who prefer one side of the chocolate-covered cookie treat over the other.

Left or Right Twix

Left or Right Twix

By utilizing facial feature analysis and a survey questionnaire, Twix stated in a release that it has finally uncovered the fundamental differences between Left Twix and Right Twix fans.

The company asked fans at a convention to ‘DeSide’ if they were a Left Twix lover or a Right Twix fanatic as they analyzed their physical features using facial recognition software and ultra-small cameras. Additionally, participants completed a questionnaire querying interests including everything from music and television preferences to clothing and socializing likes and dislikes.

The results revealed some (tongue-in-cheek) startling information – the two sides had absolutely nothing in common. The majority (70%) of Left Twix fans studied have dark hair, while a whopping 72% of Right Twix fans are non-blonde. About half of Left Twix fans prefer to stay in, while 50% of Right Twix fans favor chilling at home. Those who prefer casual clothes are probably a Left Twix fan while results showed that most Right Twix fans like low-key fashion.

“The rivalry between Left Twix and Right Twix fans pushed us to dig deeper to define their characteristics,” said Michelle Deignan, Twix brand director, Mars Wrigley Confectionery. “The findings are crystal clear – Twix fans are the same, but different, no matter which side you pick.”

To help share its findings, Twix is launching a split-screen Instagram story, a first for the chocolate brand. The short and sweet social story clearly explains the differences between Left and Right Twix lovers, encouraging fans to watch and pick a side. Additionally, the brand created a short video showing how the research was conducted and explaining the differences between Left Twix and Right Twix fans.

See the campaign elements by clicking on the Creative Works box below.

Left Twix or Right Twix DeSide by Weber Shandwick

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