Mars celebrates the everyday wins in new brand positioning via Thinkerbell
Thinkerbell has launched a new brand platform for Mars Wrigley, positioning the chocolate bar as the perfect reward for the little, everyday achievements.
Mars is ‘For You Who Did That Thing You Did’ in the new campaign, tapping into the mental self-bribery people engage in to complete daily tasks – from parallel parking and watering plants to building flat pack furniture.
Mars Wrigley’s portfolio director, Richard Weisinger, said: “For you who did that thing you did is an enduring platform that helps us refresh the Mars brand, giving it a clearly differentiated role for consumers while not sacrificing the joy of a chocolate-nougat treat.
“We wanted to build on the brand’s history while establishing the right role in an evolved snacking landscape. We’re looking forward to exploring where we can take ‘For You Who Did That Thing You Did’ for years to come and evolving it to reflect people’s behaviours and trends.”
As part of the campaign, there are contextual OOH signs placed outside Ikea stores and on Melbourne’s Punt Road, to celebrate building flat-pack furniture and navigating peak traffic.
The OOH sign celebrates building flat-pack furniture
Further, the platform features a dynamic radio campaign created with Spotify, outlining what constitutes a ‘thing’ according to time of day and playlist-type, to help people work out whether they’ve earned a Mars bar or not.
Tom Wenborn, Thinkerbell executive creative tinker, said: “Repositioning an Australian icon like Mars Bar is a privilege, an honour, but above all else… a thing. The team had a great time finding a fruitful platform that was also a bit of a chewy mouthful, much like the bar.”
The campaign will roll out across TV, OOH and radio. Plus, Mars will host a number of small activations as part of the new platform, to delight those who have ‘just done the mildly impressive’.
Credits:
Client: Mars Wrigley
Creative agency: Thinkerbell
Media agency: EssenceMediacom
Production partner: Playtime / Photoplay
Casting: Peta Dermatis – Studio P
Editor: The Editors
Sound: BangBang
Mars Bar CGI production: Electric Art
Got a tip?
Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
Have your say