Mars has tapped into the idea of ‘reuse’ in an innovative campaign to raise awareness of its efforts to cut emissions.
The campaign, entitled ‘Healthy Planet Productions’, follows the recent publication of Mars’ net zero roadmap in order to accelerate action towards achieving net zero emissions by 2050.
Running across digital and OOH the campaign which showcases past advertisements for classic brands belonging to the corporation, will run across Meta platforms in the UK, US and Mexico.
The UK iteration will feature adverts for Bounty, M&Ms and Twix, whilst the Mexico version will showcase M&Ms and the US version will showcase Ben’s Original.
The concept of reusing the adverts both taps into classic elements of the brand’s identity and removes the need for travel, filming and set production by repurposing content.
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It also minimises 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.
It comes as Mars has announced a partnership with organisations and businesses committed to sustainability with industry designations including Certified Green Energy Offices and Studios.
“When we launched our net zero Roadmap back in September, we talked about delivering real impact and the need to inspire and involve everyone in the challenge,” said Mars Wrigley global president Andrew Clarke.
“With this campaign, Mars is taking the work we are doing across our value chain to reduce carbon emissions and making it easy for consumer to engage and feel good about the products and brands they know and love”.
Mars Wrigley UK business unit director Kerry Cavanagh added: “The Healthy Planet Productions campaign is a real, tangible example of how we’re bringing our Net Zero Roadmap to life across all areas of the business. It’s an exciting step forward, which not only brings fan-favourite ads back to our screens but also hopes to inspire, engage and galvanize the public around climate action.”
