Social media will be used by Mars to create rivalry among consumers with their new 'Pick a Side' campaign to promote Twix.
The global food manufacturing is getting people to choose between the 'Left Twix' or 'Right Twix' as part of their new advertising push.
Mars claim that the campaign plays on the natural desire of people to take sides and allows consumers to pledge their support for their favourite Twix through social media.
David Lubars, chief executive officer of BBDO, the global agency for Twix, stated: "This is a rivalry between the two chocolate fingers. People like rivalry. They're asked to pick one, but what makes it silly and fun is that they're identical."
The campaign will include a 60-second advert set in Victorian times, where two inventors create a single Twix bar. However, the inventors argue over it and decide to make their own bars - Right Twix and Left Twix.
Mars claim that the campaign will put the brand at the "heart of a great story", following in the footsteps of other successful story-based advertisements, such as Nescafe and BT.
The cross-platform nature of the campaign, which was premiered at Cannes Lions Festival, will also serve to actively engage consumers with the story.
Facebook and Twitter will be key for this, with each Twix having their own social media page. Consumers can then friend the Twix of their choice, thus building the brand's following further.
It is for digital media campaigns like this that Mars was named Advertiser of the Year at Cannes Lions Festival.
The celebration is designed to honour the world's best advertising campaigns, covering TV, outdoor and digital media, to name but a few.