Mars, Incorporated launches a first-of-its-kind digital and out-of-home campaign that 'reuses' fan-favourite advertisements, giving them a second life with new messages of hope and progress around climate.
The campaign, titled Healthy Planet Productions, follows the recent publication of Mars Net Zero Roadmap to accelerate action towards achieving Net Zero emissions by 2050, including a new Science Based Targets Initiative (SBTi) approved target to cut carbon emissions in half by 2030 across its entire value chain.
Advertisements in the Mars 'reused' advertisement campaign will run in the US, UK and Mexico across Meta platforms and YouTube and include out-of-home activations in select markets. The campaign will highlight advertisements for M&M's, TWIX and Ben's Original in the US. The UK will feature Bounty, M&M's and TWIX. Mexico will include M&M's.
Andrew Clarke, Global President of Mars Wrigley, said consumers want to connect with brands on critical issues.
"They share our urgency in tackling climate change, but it's not always clear what companies are doing to deliver real change. That is why we decided to use our iconic brands in the adverts consumers know and love and deliver a message of hope and optimism on climate change," said Clarke.
"We are taking action now to reduce carbon emissions - from working with farmers to protect forests to sourcing renewable electricity. We want consumers to know we're working on having a tangible impact now."
Barry Parkin, Chief Procurement and Sustainability Officer, said that when Mars launched its Net Zero Roadmap in September, it had talked about delivering real impact and the need to inspire and involve everyone in the challenge.
"With this campaign, Mars is taking our work across our value chain to reduce carbon emissions and making it easy for consumers to engage and feel good about the products and brands they know and love," said Parkin.
The Mars' reused' advertisements campaign reduced production emissions by cutting emissions and removing the need for travel, filming and set production by repurposing content. It minimised remaining emissions by prioritising carbon avoidance as a key consideration in decision-making and creative development, including forgoing emission-intensive animation techniques for more sustainable methods. Mars also partnered with organisations and businesses committed to sustainability that hold industry designations, such as Certified Green Energy Offices and Studios.
