Mars Wrigley Australia has partnered with Rolling Stone Magazine to launch paper-based wrappers for Mars Bar, Snickers and Milky Way across Australia.
The partnership, supported by creative agency Thinkerbell and media agency EssenceMediacom, sees the iconic Rolling Stone Magazine launch its first-ever biodegradable magazine wrap which will roll out from the April issue onwards.
This historic move has been made as a pledge to support the major confectionary brand, as they say “away with plastic” itself.
Nominating Australia as the first global market, the paper-based packaging roll-out from Mars Wrigley will remove an impressive 360 tonnes of plastic across its value chain - this is the equivalent of travelling from Melbourne to London and back.
Celebrating “The biggest thing in wrap” for 2023, Mars Wrigley has partnered with Australian rap artist and proud Gomeroi man -Kobie Dee, who pays tribute in the new Rolling Stones issue to highlight the importance of Mars’ sustainability move and explores the role recyclability continues to play in the country’s rap culture.
Richard Weisinger, portfolio director at Mars Wrigley said after a three-year project to redesign their packaging, seeing its chocolate bars now in store in the new paper-based wrapping is incredibly exciting.
“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," said Weisinger.
"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, Thinkerbell said the agency was 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," said Khallouf.
“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 at EssenceMediacom said the team were honoured to support Mars Wrigley 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," said O'Brien.
"We look forward to more brands and businesses coming together to preserve our planet.”
The campaign’s OOH has been activated by Revolution360, with a focus on sustainability across all touchpoints. Paper stock for posters contains a percentage of recycled material, sourced from specifically grown sustainable forest and is 100% recyclable.
The inks used are made from 65% water, meaning they are non-combustible and non-flammable, unlike solvent-based inks and are biodegradable.
Different from usual solvents and glues used for OOH, the Mars Wrigley poster installation used potato-starch based, biodegradable glue.
Throughout the campaign, all paper and cardboard waste has been recycled, with poster tubes donated to Victoria Zoo and local primary schools.
Josh Fitzgerald, national sales director at Revolution360, said the company 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.
“I believe it is overall consumer sentiment regarding the environment,” said Fitzgerald.
BTS footage of the shoot can be viewed here.
Credits:
Client: Mars Wrigley
Creative Agency: Thinkerbell
Earned Agency: Thinkerbell
Media Agency: Essence Mediacom
Corporate PR: Edelman
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