Mars shifts brand positioning with latest campaign

19 June 2018

Advertiser: Mars
Creative Agency: Clemenger BBDO (Melbourne)

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In the latest work from Clemenger Melbourne, Mars take on awkward situations to promote its new platform.

Mars Chocolate and Clemenger BBDO Melbourne have launched a new campaign designed to shift the brand's positioning.

'Enough Chocolate to Deal with Anything' moves away from Mars' previous positioning as a food that provides energy.

The company is looking to revamp its brand by exploring different facets of the 'bold' chocolate bar. The ad examines awkward situations and uses comedy to highlight ways Mars can help to overcome them.

The ad shows an artist in class drawing a portrait only to realise that the nude model is his mother. Despite the discomfort, he completes the drawing whilst eating the Mars bar.

"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," Mars Chocolate Australia marketing director Suzanne Morrison says.

"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."

The new campaign appears across TV, OOH, digital and further activations.

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