Mars Bar launches new brand positioning ‘Enough Chocolate to Deal with Anything’

Mars Bar Australia has launched its new brand platform ‘Enough Chocolate to Deal with Anything’.

The campaign, created by Clemenger BBDO Melbourne, features a boy in a life drawing class who ends up having to draw his naked mother.

Mars Bar’s new ‘Enough to Deal with Anything’ brand platform aims to move away from the idea that Mars Bar provides energy and instead position the chocolate bar as giving Australians the confidence to deal with anything.

The campaign will tackle real life awkward moments with the Mars tone of voice.

Suzanne Morrison, marketing director at Mars Chocolate Australia, said in a statement: “The new platform helps us refresh the Mars brand and make a statement that is big and bold like the Mars
bar itself, and importantly, add some of that Australian humour that we all know and love.

“We’re looking forward to exploring where we can take ‘Enough Chocolate to Deal with Anything’ and continue rolling out comms for years to come.”

Stephen de Wolf, ECD at Clemenger Melbourne, added: “A Mars Bar is a big, bold chocolate bar and our new positioning, ‘Enough Chocolate to Deal with Anything’, reminds us of that, by serving it up as the solution to some of life’s more awkward moments. The platform not only provides stronger relevance to the Australian market, but also offers universal appeal.”


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