Today, Mars Chocolate UK is announcing the first ever TV advert for goodnessKNOWS, the company’s new brand which launched this summer. goodnessKNOWS was created to fit in with people’s busy lifestyles. Coming in four snackable squares, the product can be enjoyed all at once or eaten throughout the day. However it is not just snacking on the go consumers are looking for, they increasingly want products that match the values they live by. That’s why goodnessKNOWS has decided to provide consumers with that little bit more –channeling 10% of all sales profits to the goodnessKNOWS Fund that will support community projects and local initiatives, spreading a little goodness across local communities in the UK.
The new advert is part of the brand’s ‘Done Some Bad? Do Some Good’ campaign, showing consumers that with goodnessKNOWS you can’t help but do good, as 10% of profits go to a good cause. The creative introduces a modern day villain, Mr Nasty. A larger than life character, he causes chaos through a deluge of dastardly deeds including blowing out someone else’s birthday candles, popping balloons and snipping the heads off some colourful flowers.
His maddening exploits are foiled when he decides to treat himself to a goodnessKNOWS bar, that supports community projects and local initiatives around the country. When he realises that he has unknowingly done some good by indulging in the portionable treat, he angrily bins the wrapper and storms ahead, ensuring that he plays one last prank. The advert, which will air for the first time on channel Sky Atlantic during Blue Bloods. As well as TV, the campaign will run across YouTube and is part of a £4.6 million campaign to support the brand in its first year of launch.
Michele Oliver, VP of Marketing for Mars Chocolate, said: “We were thrilled to launch Mars Chocolate’s first brand in twenty years this summer and it’s even more exciting to see goodnessKNOWS on television screens around the country. “The campaign highlights what goodnessKNOWS is all about – providing consumers with a delicious treat that matches their values by spreading a little goodness across local communities across the UK.”
Rosie Arnold, Creative Partner at AMV BBDO said “Mr. Nasty is a wickedly likeable character, who’s devilish ways will hopefully give people a little smile, as they see him “accidently” eating goodnessKNOWS. We want to show people that even when you’ve done some bad, you can do some good.”
Creative Agency: AMV BBDO
Senior Account Director: Lou Woolf/Sam Ayre
Senior Account Manager: Arthur Jones
Senior Art Director: Rich Littler
Senior Copywriter: Zac Ellis
Senior Producer: James Robley