Mars, Incorporated has announced an exciting new direction to Galaxy – one of the company’s biggest brands – with a new creative campaign, direction and tone of voice, underpinned with a series of exciting product innovations.
Through the new Galaxy Choose Pleasure TV ad, supported by online and social media spend, the brand will inspire a younger generation of women to take more time for pleasure.
The campaign, from AMV BBDO, features a woman “doing it all” – managing her career, being a mother, partner, mentor and activist – before challenging the notion of busy lives and encouraging viewers to also consider the need to take time out for pleasure.
Complementing a series of innovations from the brand, including the launch of Galaxy Darker Milk, this new creative direction is the biggest and boldest shift in the history of the brand, which celebrates its 60th birthday next year.
Sarah Mellor, Galaxy brand director, said: “I’m hugely excited to see our new TV ad air, signalling the next era for Galaxy, the second largest confectionery brand in the UK. We’ve already had an exceptionally successful year; Galaxy has grown at 2% YTD, driven by the recent launch of the Darker Milk Collection and this new brand position and tone of voice, will be followed by more exciting product innovation later this year.”
Polina Zabrodskaya and Michael Jones, creative directors, AMV BBDO, added: “It’s an exciting new chapter for Galaxy. The brand has found a new tone of voice: more real, more relatable, and more entertaining. We know this woman, we are this woman, and we’re cheering for her to choose herself.”
The new confident Galaxy brand position was also explored through a recent partnership with HuffPost and the ‘Sorry, Not Sorry’ podcast, presented by radio DJ Gemma Cairney, which delves into the reasons why we shouldn’t feel guilty about taking a moment to “look after ourselves” or “take back control.”
Source: Little Black Book
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