The new platform represents a shift for the brand and features a couple wearing creepy emoji masks.
Eclipse has revealed a new brand platform to reinforce the role that sharing mints has in creating a moment of connection.
Created by Clemenger BBDO Sydney, the 'Share a Little More' push was developed with acclaimed director Jeff Low, who has worked on campaigns for Aldi, Vodafone and Menulog.
The near one-minute spot shows a young couple escaping a world of fake connections by removing emoji masks to share a mint and create a real connection.
“Consumers face many pressures in today’s ‘always-connected’ online world, and despite all this connectivity they often don’t take the time to connect in real life,” Mars Wrigley Confectionery VP marketing Nicole McMillan said.
“Share a Little More is the perfect positioning to stand out and be noticed by our consumers. In creating a more ‘real and connected’ platform for the brand we also wanted to better reflect the diversity of our consumers.”
Clemenger BBDO Sydney creative director Darren Wright added that it wanted to encourage people to stop hiding and reveal their true selves with the campaign.
The work rolls out across TV and online.