Mars Bar Positions Chocolate as a Tool for Confidence in Cheeky Campaign

Mars Bar Australia is repositioning the chocolate bar as a way to gain confidence in a cheeky new campaign.

The ad depicts a young man attending a live portrait drawing class only to discover his mother is the naked model. Despite appearing shocked and horrified, the man takes a bite of a Mars bar which gives him the confidence to complete the class.

The ad sees Mars shift away from its previous positioning that Mars provides energy and introduces the new brand platform, ‘Enough Chocolate to Deal with Anything’.

The platform aims to inspire customers to rise above challenges no matter how awkward or bizarre they may be by drawing on the help of a Mars chocolate bar.

The cheeky campaign, which was created by Clemenger BBDO Melbourne, is reminiscent of Snickers marketing activity.

Suzanne Morrison, marketing director at Mars Chocolate Australia, said, “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. 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.”

Stephen de Wolf, executive creative director, Clemenger BBDO Melbourne, said, “A Mars Bar is a big, bold chocolate bar and our new positioning, ‘Enough Chocolate to Deal with Anything’, reminds us of that, by serving it up as the solution to some of life’s more awkward moments. The platform not only provides stronger relevance to the Australian market, but also offers universal appeal.”

The campaign will run across TV, OOH, social and digital channels.

Source: The Drum

  Advertising, Australia, Chocolate, Clemenger BBDO Melbourne, Confectionery, Confidence, Food, Marketing, Mars Bar, Mars Incorporated