Mars Bar Australia and Clemenger BBDO Melbourne have today launched a new brand platform for the iconic chocolate bar, 'Enough Chocolate to Deal with Anything'.
Representing a shift away from positioning Mars Bar as something that provides energy, the new platform aims to showcase how the chocolate bar can provide Australians with the confidence they need to overcome even the most awkward situations.
To rise above anything that may come your way, the campaign tackles some of life's most awkward and dumbstruck encounters with tongue-in-cheek comedy, by overcoming these moments with the well-loved familiarity and boldness of the iconic Mars Bar.
The launch TVC plays on a live portait drawing class which quickly takes an uncomfortable turn for one innocent artist, as he quickly realizes the naked model that's just taken her place is none other than his mother. Despite the look of terror on the son's face, he completes the drawing thanks to his Mars Bar.
Says Suzanne Morrison, marketing director, Mars Chocolate Australia: "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."
Says Stephen de Wolf, executive creative director, Clemenger BBDO Melbourne: "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 new brand platform will launch through 15' second TVC's, 6' bumpers, OOH, social, digital as well as a roll out of activations over the coming months.