Mars is leaving behind the Break from the Norm' ad campaign for Twix and is positioning the product as a quirky snack for 16 to 34 year olds with a £1.5m TV advertising campaign which kicks off this week. The six 10 second ads feature bizarre occasions for Twix snacking. The themes include Perfect for a Lunchbox' ­ a male ballet dancer finds an unusual place to store his Twix while on stage, and Just Right When Life's a Bit of a Drag' where a girl sees her boyfriend emerge from a changing room in a dress. The campaign runs for six weeks and Mars predicts the ads will be seen by over 70% of the target market. {{P&P }}

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