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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Dislike this add. Morally wrong…disgusting
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hey lyn no one cares your just a angry 97 year old mother who is offended by everything
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I agree Lyn – I find it sickening really, but well advertisements are quite often made to shock just so they stick in your mind and get people talking. Sometimes the more controversial the better. It is interesting to me how different society views things though. Many people would think there is nothing wrong with this, but what if it was a daughter having to paint or draw her nude father. It would be clearly seen as abuse and so it should. It would be even more unlikely to be made, because it would be seen as much more offensive, but in reality what is difference. Males can in fact be abused by their mothers or other older women and so can younger females. As a survivor of child abuse I see the problems with this add as normalising something that in real life could be abusive to any child, or young adult. I find that really quite troubling really and not funny at all.
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