Mars moves to revamp favourite ads with new environmental messaging
A key move placing climate issues centre stage has been made by Mars, Incorporated, as it launches a major campaign using confectionery brands M&M’s, Twix and Bounty, revamping fan-favourite advertisements, repurposing them to focus on progress being made against environmental targets, writes Neill Barston.
As previously reported, the company has in recent years unveiled a notable focus on reducing emissions across its manufacturing operations, including for the production of sweets and snack in its international business units.
The company’s latest campaign, titled “Healthy Planet Productions”, follows the recent publication of Mars Net Zero Roadmap to accelerate action towards achieving Net Zero emissions by 2050, including a new Science Based Target Initiative (SBTi) approved target to cut carbon emissions in half by 2030 across its full value chain.
Advertisements in the Mars ‘reused’ advertisement campaign will run in the U.S., U.K. and Mexico across Meta platforms and YouTube and will include out-of-home activations in select markets. In the U.S., the campaign will highlight advertisements for M&Ms TWIX, will feature Bounty®, M&Ms and TWIX. Mexico will include M&Ms.
Andrew Clarke, Global President of Mars Wrigley, said consumers want to connect with brands on critical issues: “They share our urgency in tackling climate change, but it’s not always clear what companies are doing to deliver real change. That is why we decided to use our iconic brands in the adverts consumers know and love and deliver a message of hope and optimism on climate change. We are taking action now to reduce carbon emissions – from working with farmers to protect forests to sourcing renewable electricity. We want consumers to know we’re working on having tangible impact now.”
Barry Parkin, Chief Procurement and Sustainability Officer commented: “When we launched our Net Zero Roadmap back in September, we talked about delivering real impact and the need to inspire and involve everyone in the challenge. With this campaign, Mars is taking the work we are doing across our value chain to reduce carbon emissions and making it easy for consumers to engage and feel good about the products and brands they know and love.”
The Mars ‘reused’ advertisements campaign reduced production emissions by cutting emissions and removing the need for travel, filming and set production by repurposing content; and it minimized remaining emissions by prioritizing carbon avoidance as a key consideration in decision-making and creative development, including forgoing emission-intensive animation techniques for more sustainable methods. Mars also partnered with organizations and businesses committed to sustainability and that hold industry designations, such as Certified Green Energy Offices and Studios.
