Mars Wrigley partners with Rolling Stone for new wrapping rollout via Thinkerbell

Mars Wrigley Australia is celebrating its transition to paper-based wrappers for Mars Bar, Snickers and Milky Way with a launch campaign in partnership with Rolling Stone Magazine.

The work, which included creative from Thinkerbell and media from EssenceMediacom, featured a special edition of the magazine as well as out of home executions. Both include Australian rap artist and proud Gomeroi man Kobie Dee in a celebration of “the biggest thing in wrap” for 2023.

The April edition of Rolling Stone included a two page spread where Dee highlights the importance of Mar’s move towards greater sustainability, and explores the “role recyclability continues to play in the country’s rap culture”. The magazine hit shelves with its first-ever biodegradable magazine wrap, which will remain in use after the campaign, in a pledge to support the confectionary brand as it does away with plastic.

Australia is the first global market Mars Wrigley has chosen to roll out its paper-based packaging, promising to remove 360 tonnes of plastic across its value chain.

Richard Weisinger, portfolio director, Mars Wrigley said: “After a three-year project to redesign our packaging, seeing our chocolate bars now in store in our new paper-based wrapping is incredibly exciting for us.

“We’re thrilled to be working with Kobie Dee – a First Nation’s rapper – to support the launch of our new packaging into stores across the country. Rolling Stone’s move to a plastic-free magazine proves that the time is now for businesses and industries to make bold moves towards reducing our environmental footprint and ensuring a healthier planet for generations to come.”

Anjana Khallouf, national head of earned, Thinkerbell, added: “We’re proud to be working with Mars Wrigley to celebrate this step forward in sustainability. Reducing 360 tonnes of plastic is pretty rock and roll so it made sense to merge these two iconic household names and create something seriously special with Rolling Stone Magazine’s first ever recyclable issue.”

“What’s more, working with Kobie Dee to promote this world-first for recyclable packaging has been an incredible experience as we acknowledge the importance of creating a healthier planet for all.”

Michelle O’Brien, client managing partner, EssenceMediacom, commented: “We’re proud to support Mars Wrigley’s breakthrough ideas with Breakthrough Thinking and partner with Rolling Stone Magazine in this global first sustainable media initiative. These impactful brands taking on recyclable wrapping is a message we wanted to generate awareness of at scale and this was further supported by Revolution360, our sustainable OOH provider. We look forward to more brands and businesses coming together to preserve our planet.”

The campaign’s OOH component was activated by Revolution360, with a sustainable focus on all touchpoints. Paper stock used for posters contained a percentage of recycled material, sourced from specifically grown sustainable forest – it is 100% recyclable. The inks used were made from 65% water, meaning they are non-combustible and non-flammable and are biodegradable. In addition, potato-starch-based, biodegradable glues were used in placed of the usual solvents and glues.

Josh Fitzgerald, national sales director, said Revolution360 had seen a rising interest from brands across a wide range of categories in sustainable advertising materials, which is also being driven by consumer demand.

Thinkerbell has been working with Mars Wrigley since 2021, launching a number of campaigns including ‘The Internet is hungry’ and ‘Dating Line’ for Wrigley’s Extra.


Client: Mars Wrigley
Creative Agency: Thinkerbell
Earned Agency: Thinkerbell
Media Agency: Essence Mediacom
Corporate PR: Edelman


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