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2015 One Show - Cross-Platform

Mars Bites Integrated Campaign

Agency BBDO / New York

Client Mars Chocolate North America/Mars Bites
BACK TO RESULTS

Annual ID

150154A

About the Work

When Mars released bite-sized versions of Snickers and Twix in 2014, we were three years behind our biggest competitor Hershey’s, and their bite-sized chocolate bar. So we created an integrated campaign that looked back to Mars fictional history to explain why it took so long to introduce such a brilliant product. The campaign spanned decades, as well as TV, print, social media and digital. In each execution, we continued our retro thread by using themes from the 1950’s-1990’s, “retro” technology such as the touch-tone phone, and owned social media’s favorite retro day: #throwbackthursday. We reinforced the campaign message: “Why didn’t we think of these years ago?” in every piece of communication by imagining a Mars employee from the past coming up with the idea for Bites. Unfortunately, the idea is quashed by some trend or technology of the era, finally explaining why we didn’t have Bites until now.