Twix Bits Launches With LiAngelo Ball in Dual Talent Push

TWIX is turning what it has always stood for into a new campaign concept.

The Mars brand has introduced "TWIX Bits," a bite-sized version of its classic chocolate, caramel, and cookie format.

The launch pushes its long-running "two is better than one" ethos.

TWIX partnered with LiAngelo Ball, a former professional basketball player turned platinum-certified rapper, to be the embodiment of dual talent.

The campaign centers on what TWIX calls a "Two-Way Contract," a concept borrowed from sports but repurposed as a creative hook.

Ball becomes the face of this idea, connecting his own experience balancing basketball and music into the product story.

"My life has been about having multiple passions, and from the court to the studio, I've always aspired to be the best at both," Ball said in a statement.

"TWIX is on the same vibe with that creamy, crunchy combo, so this partnership was a no-brainer."

The effort was born out of an insight cited by the brand that 89% of Americans are actively pursuing a passion or unexpected skill.

"TWIX has always been the brand of two, and we want everyone to embrace the two-ness within themselves, too," Martin Terwilliger, marketing VP at Mars Snacking, shared.

Ultimately, TWIX is strengthening its brand identity through a real-world example of duality that audiences can recognize and participate in.

Fans As Creators

TWIX Bits is translating this dual idea to its promotions.

The brand is offering fans the chance to win their own "Two-Way Contract," along with $2,000 in cash, by showcasing their dual talents.

It invites fans to submit a short description of what makes them a "double threat."

The sweepstakes activation will run from April 13 to April 27, and entries can be boosted through posts on Instagram or TikTok using #TwixBitsSweepstakes.

TWIX's deliberate choice to focus on digital engagement, creator-style content, and social amplification reflects how the brand sees attention today.

A unique idea can be easily picked up, shared, and translated across creative efforts, and the product itself supports this direction.

TWIX Bits takes the familiar combination of creamy caramel and crunchy cookie and repackages it into a poppable format.

The Dual Talent Push

TWIX is teaching us all how a simple product truth can stretch into a wider identity-driven campaign:

• Anchor the campaign in a clear product truth. Connecting the product to a recognizable identity makes the message easier to understand and believe.
• 73% of B2B marketers say interactive content drives repeat engagement, making participation a strong lever for sustained interest.
• Build around real consumption habits. Designing products that match how people snack increases relevance and adoption.

Mars Incorporated, the parent company of TWIX, reported an estimated $55 billion in net sales in 2024. 

Our Take: Can This Dual Angle Drive Long-Term Relevance?

TWIX Bits isn't trying too hard to be clever.

The brand's idea has been around for quite some time, and this campaign pushes it a little further into real life with a sweepstakes designed to get fans excited. 

Additionally, the pairing with Ball makes sense because he's the embodiment of the concept.

And this kind of alignment is rare and usually more effective than big-budget storytelling.

Asking people to define their own "two-ness" feels simple, but it opens the door to a lot of content that doesn't feel forced.

In related news, TWIX doubled down on its dual positioning with an OOH campaign featuring one-half of your favorite pop culture duos.

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