Mars Wrigley backs both England and Scotland with its Euro 2020 Snickers campaign

With the pandemic-delayed Euro 2020 football championships in full flow, Mars Wrigley UK has unveiled a timely Snickers chocolate series campaign as it sponsors England and Scotland in the tournament, writes Neill Barston.

The company’s ‘Bothlands’ initiative, is by the company’s own admission is #OfficiallyAwkward, its promotion will come to a head this Friday (18th) when the two sides square off and renew old rivalries.

As Mars explained, its latest advert parodies the tropes of sponsor advertising around major international tournaments by making stars from both teams begrudgingly line up side by side amid a branded backdrop.

The film, created in partnership with Octagon, was directed by acclaimed director Glenn Kitson – who, as it happens, is half English and half Scottish.

Beyond its sponsorship, Mars had also built a further buzz around the build-up to the tournament in campaigning for Scotland to be given a bank holiday on June 14 to spur on the nation’s team for their opening match, which despite their best efforts (below) was unsuccessful.

Chloe Smith, Snickers Senior Brand Manager, commented: “Let’s not beat around the bush, sponsoring both Scotland and England this summer is, well, rather awkward. Faced with this peculiar predicament, we decided there was only one thing to do – create our own, neutral nation: Bothlands. The campaign was a lot of fun to make and marks the next step in our journey of cementing the SNICKERS brand as the voice of the football fan in Scotland and England”

Josh Green, ECD Octagon said: “Snickers sponsor both England and Scotland. It’s an awkward situation. Oh yeah. But. Snickers had no choice but to support both. It’s a contractual obligation. Desperate times call for desperate measures. That’s Bothlands. An awkward solution to an awkward problem.”

The brand will also be launching the Snickers hot take hotline this summer to address the terrible takes that are endemic during any major football tournament. The #DeleteYourTweetForATreat will run across social and offer free chocolate to pundits and fans alike who are willing to delete their suspect ‘hot takes’.

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