As of 2014, the Twix slogan is "Try both, and pick a side." The slogan is part of a campaign that imagines two separate companies, Left Twix and Right Twix, that are responsible for the creation of each cookie inside the Twix package and are in constant competition.
The commercials featuring the "Pick a Side" slogan first launched in 2012 in the United States and Germany. The campaign was introduced by David Lubars, the chief creative officer of BBDO North America, a leading advertising agency network. "We thought we'd tap into the human insight that people love competition and rivalry, and we decided to ask you to pick the left one or the right one as your favorite," says Lubars. The slogan is featured in television commercial spots, print ads and online banners.