Marketing & Communications
Mars ‘Reuses’ Fan-Favorite Ads to Reduce Climate Impacts of Brand Communication

Published 9 months ago. About a 2 minute read.
Image: Mars

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.

Communicating complex, unfamiliar sustainability claims on CPG packaging

Join us as Applegate and HowGood share insights into marketing lessons, consumer response and understanding, and marketplace data on the expression and communication of new categories of sustainability claims on CPG packaging - as well as tips for avoiding consumer and industry backlash and controversy - Wed, Oct. 16, at SB'24 San Diego.

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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."

Marketing & Communications