Mars: Lonely Bounty
Confectionery brand Mars Wrigley challenged us to drive fame, awareness, and sales for Celebrations tubs at Christmas – a time when the chocolate sharing box market is at its most competitive.
We were also tasked with building love and reappraisal for the much maligned- and often-overlooked – Bounty mini – the most divisive chocolate in the Celebrations tub.
It is a truth universally acknowledged that a single Bounty will be left at the bottom of a Celebrations Tub. A fact for Mars which is both sad and wasteful, so we decided to do something about it.
We created the world’s first Bounty Return Scheme, an initiative allowing the public to exchange any unloved Xmas Bounty bars at a series of pop-up events in January 2022. To launch the campaign, we created an homage to the Christmas Ad, featuring our sad Bounty bar who finds love with the other unwanted but often-loved festive food, the brussel sprout. With seasonal cues, cultural references and an emotional cover-song, our video masqueraded as a bonafide seasonal ‘TV spot’. A festive TV advert which was never actually intended for TV…
By admitting that some choccies are loved more than others, our creative subverted tired festive tropes and sparked a nation-wide debate – all whilst celebrating the Bounty and the Celebrations tub in an original and entertaining way.
- The most successful ‘earned first’ campaign in Mars Wrigley UK history.
- Independently judged by Kantar as one of the top 5 most effective ads of the Xmas season.
- 3 million + video views
- 500+ media articles
- 200+ editorial video embeds
- Top 5 Twitter Trend on day of launch
- 02% Instagram engagement rate vs. 1.18% industry average
- 5% Twitter engagement rate vs. 0.07% industry average