By Amy Houston

The confectionery giant’s chief brand officer, Rankin Carroll, reveals how Twix is shifting from division to abundance – and why the project was “course-corrected” five months in, leaving him “terrified but energized.”

First introduced in the late 1960s in the UK and later in the US, Twix has been a staple of the Mars confectionary conglomerate. With its distinctive twin-bar design, the chocolate bar has consistently embraced its ‘duo’ appeal, often inviting consumers to ‘pick a side.’

In one of its most famous ads by former agency-of-record BBDO New York, Twix told the story of brothers and founders Seamus and Earl, who Read full story ›

Source: The Drum