The campaign is aimed at raising consumer awareness by 'reusing' old, iconic adverts and showcasing creative ways to leave a lighter environmental footprint in advertising.
This week, Mars, Incorporated launched a
first-of-its-kind digital and out-of-home campaign that 'reuses' fan-favorite
advertisements — giving them a second life with new messages of hope and
progress around climate while reducing the impact of its advertising.
The campaign, titled "Healthy Planet
Productions,"
will run ‘reused’ ads 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™; the UK will feature Bounty®, M&Ms® and
TWIX®; and Mexico will include M&Ms®.
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. 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."
The "Healthy Planet
Productions"
campaign follows the recent publication of the Mars Net-Zero
Roadmap
to accelerate action towards achieving net-zero emissions by 2050 — which
includes a new Science Based Target Initiative (SBTi)-approved target to
cut carbon emissions in half by 2030 across its full value chain.
Defying Online Algorithms with Authentic, Impactful Storytelling
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The campaign comes as the advertising industry is being called
upon
to meaningfully address the substantial, previously overlooked, carbon
footprint
of the creative process by accurately measuring, tracking, comparing and
reporting the energy used and emissions created during the production, filming,
displaying and running of adverts. By reusing ads, Mars reduced emissions by
removing the need for travel; reduced energy used in filming and set production
by repurposing content; and minimized remaining emissions by prioritizing 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 organizations committed to sustainability and
that hold industry designations, such as 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 Barry Parkin, Mars’
Chief Procurement and Sustainability Officer. “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."
Published Nov 30, 2023 8am EST / 5am PST / 1pm GMT / 2pm CET
Sustainable Brands Staff