Galaxy Empowers Us to Make More Time for Pleasure with Unapologetic Ad
AMV BBDO's new campaign, directed by Andreas Nilsson, features a woman 'doing it all' before challenging the notion of busy lives
Mars Wrigley 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 'You Can Do It All' 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, signaling 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, 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.”view more - Creative
Advertiser: Mars Wrigley
Clients: John Starkey, Olivia Cheng
Media Agency: Mediacom
Media Planner: Daisy Ross
Audio Post: Sam Ashwell at 750mph
Business Affairs: Ashley McLeod
Creative Agency: AMV BBDO
Creative Director: Alex Grieve
Copywriter: Polina Zabrodskaya
Art Director: Michael Jones
Planner: Alaina Crystal/Michael Case
Producer: Darapen Vongsa-Nga
Account Team: Katy Talikowska, Thomas Ghiden, Natasha Hoban
Post Production / VFX
Post Production Company: The Mill
Colourist: Seamus O’Kane at The Mill
Production Company: Biscuit Filmworks
Director: Andreas Nilsson
Executive Producer: Rupert Reynolds-Maclean
Producer: Toby Courlander
Editor: Ben Campbell at Cut + Run
Genres: People, Action, Dialogue
Categories: Food, Confectionery AMV BBDO, Thu, 08 Aug 2019 14:38:03 GMT