- Mars Inc. launched a campaign, “Healthy Planet Productions,” that reworks popular ads with latest messages concerning the company’s progress around climate motion. By voicing over old ads and using easy animation, the hassle leaves a lighter environmental footprint, according to a press release.
- The campaign includes ads originally for Mars brands including M&Ms, Twix and Ben’s Original. The latest spots will run within the U.S., U.K. and Mexico across Meta platforms and YouTube and include out-of-home activations in select markets.
- “Healthy Planet Productions” follows the September publication of Mars’ Net Zero Roadmap and is informed by recent survey data that found 69% of adults want businesses to deal with tackling climate change as much as and even greater than economic issues.
Billed as a first-of-its-kind digital and out-of-home campaign for the corporate, “Healthy Planet Productions” allows Mars to raise consumer awareness around climate motion while showcasing the ways it’s following its own net-zero roadmap, from working with farmers to protect forests to sourcing renewable electricity, per Andrew Clarke, global president of Mars Wrigley.
“[Consumers] share our urgency in tackling climate change, but it surely’s not at all times clear what corporations are doing to deliver real change. That is why we decided to use our iconic brands within the adverts consumers know and love and deliver a message of hope and optimism on climate change,” the chief said within the press release.
The latest spots reuse old ones, cutting emissions by removing the necessity for travel, filming and set production. They also include latest voiceovers and straightforward 2D animation that’s less emission-intensive than other techniques, per the discharge.
The campaign will highlight different brands across countries: M&Ms, Twix and Ben’s Original within the U.S.; M&Ms, Twix and Bounty candy within the U.K. and M&Ms in Mexico. A Twix ad featuring the “Left Twix” and “Right Twix” factories is now about how Mars uses greater than 50% renewable electricity, including from wind, while an ad featuring the M&Ms spokescandies in a boardroom is now about Mars’ plans to lower emissions.
The approach is informed by an Ipsos survey commissioned by Mars that found that 69% of adults think corporations should focus the identical amount (32%) or more (37%) on climate change quite than economic challenges, demonstrating how marketing across the environment can resonate with consumers, whilst other purpose-driven initiatives face backlash. The research surveyed greater than 14,000 people from the world’s seven largest economies: the U.S., U.K., China, Japan, Germany, France and India.
Mars in September published its Net Zero Roadmap, planning to invest $1 billion over the subsequent three years to drive climate motion on quite a lot of fronts. The plan is an example of what number of advertisers have set net-zero and near-term targets while ad agencies and production corporations have lagged behind, per a recent Ad Net Zero report.
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