Mars conducts Bite Off More Than You Can Chew campaign
Mars Wrigley Confectionery Canada is conducting a campaign called "Bite Off More Than You Can Chew" in support of its Mars candy bar brand. The initiative makes use of two online videos depicting characters who take on do-it-yourself tasks which prove more difficult than expected. The videos have been posted to Facebook, Instagram and YouTube. They are also running as pre-roll and Google search ads.
The campaign also included a special event which took place in Toronto. Called the "Mars DIY Challenge," the event took the form of a competition between participants to build a table using a collection of provided tools and materials. Additional campaign elements will run through the year. The campaign was developed by BBDO with support from FleishmanHillard HighRoad and MediaCom.
"Our new creative platform gets to the heart of what the Mars bar believes," said Diana Frost, head of marketing at Mars Wrigley Canada. "The more you put into life, the more you get out of it. We're encouraging and rewarding Canadians who want to get the most out of life. This new platform connects the brand to the feeling of satisfaction that comes from a job well done or just the effort it takes to give it a try."