Confectionary giant Mars has hit upon an innovative way to highlight how it is cutting emissions from its value chain: reusing some of its most popular adverts for its iconic brands.
The company yesterday announced the launch of a major international advertising campaign, titled ‘Healthy Planet Productions‘, that aims to give a ‘second life’ to some of its previous adverts.
Advertisements in the Mars ‘reused’ advertisement campaign will run in the US, UK and Mexico across Meta platforms and YouTube and will include out-of-home activations in select markets. In the US, the campaign will highlight advertisements for M&Ms, TWIX and Ben’s Original, while the UK campaign will feature ads for Bounty, M&Ms, and TWIX.
The company said the reuse of existing ads would reduce production and travel emissions, while also allowing it to avoid emission-intensive animation techniques.
The campaign is also designed to highlight the company’s target to halve emissions from its value chain by 2030, which was recently approved by the Science Based Target Initiative (SBTi) alongside its longer term goal of net zero emissions by 2050.
Andrew Clarke, global president of Mars Wrigley, said the campaign would resonate with customers who are increasingly concerned about climate change.
“They share our urgency in tackling climate change, but it’s not always clear what companies are doing to deliver real change,” he said. “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. 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 tangible impact now.”
Barry Parkin, chief procurement and sustainability officer at Mars, said the campaign formed part of the company’s wider effort to reduce its value chain emissions. “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,” he said. “With this campaign, Mars is taking the work we are doing 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.”