Mars wanted to make their product more relevant to their target audience; to make the bar young, fun and full of energy. Mars is one of the most celebrated brands in confectionery. Therefore to keep proving its relevance and shift its focus, we engaged 16-24-year-olds with messages which literally spoke their language.Mars asked for a sales activation in which we talk directly at target audience level, giving them the opportunity to see the brand in a new light. We simply removed the logo from the bar, creating a blank wrapper. We then developed a set of stickers with the complete alphabet in the Mars font.
This way the bar became an interactive object that gave people the possibility to create their own messages to give to friends, colleagues or family. The campaign stimulated the target audience to create messages and personalise their Mars bars.
Concept: Mars messages on blank bars
Strategy: Mars gives you energy
Award: Cannes Gold
Result: 24,000 extra sticker-sets where ordered via the campaign-website.
Mars saw an increase in sales of 12% in out of Home, and 5% in Grocery.
Additionally, brand preference amidst younger audience increased by 4.7%.