A Mars a day used to help you work, rest and play. In 2016, Mars became the bar to put some play in your day. Now, Clemenger BBDO Melbourne has found a new way to remind people of a Mars Bar’s appeal, Enough Chocolate to Deal With Anything.

The new brand platform is the first time that Mars Bar has moved from its positioning as something that provides energy. Instead, the bar has become how Australians can find the confidence to To rise above anything that may come their way.

Like discovering that your mum is the model for your nude drawing class.

The humorous campaign tackles some of life’s most awkward and dumbstruck encounters.

Stephen de Wolf, Clemenger BBDO Melbourne executive creative director, commented, “A Mars Bar is a big, bold chocolate bar and our new positioning, Enough Chocolate to Deal with Anything, reminds us of that, by serving it up as the solution to some of life’s more awkward moments. The platform not only provides stronger relevance to the Australian market, but also offers universal appeal.”

https://youtu.be/dAzlBlFUcUI

Suzanne Morrison, marketing director at Mars Chocolate Australia, added, “The new platform helps us refresh the Mars brand and make a statement that is big and bold like the Mars bar itself, and importantly, add some of that Australian humour that we all know and love.

“We’re looking forward to exploring where we can take ‘Enough Chocolate to Deal with Anything’ and continue rolling out comms for years to come.”

The new brand platform has launched with 15 second TVCs, 6 second bumpers, OOH, social and digital. Activations will appear over the coming months.