Eclipse Mints has launched a rather dark and creepy campaign via Clemenger BBDO Sydney in the hopes of helping young people “celebrate real, authentic moments”.
The “Share a Little More” campaign launched with a TV spot featuring a young couple running away from a party filled with people wearing emoji masks.
When alone, the duo take turns removing different emoji masks before they reveal their faces and share a moment over a mint.
Mars Wrigley Confectionery vice president marketing AMEA Nicole McMillan said: “Consumers face many pressures in today’s ‘always-connected’ online world, and despite all this connectivity they often don’t take the time to connect in real life.
“”Share a Little More” is the perfect positioning to stand out and be noticed by our consumers. In creating a more ‘real and connected’ platform for the brand we also wanted to better reflect the diversity of our consumers”.
Clemenger BBDO Sydney creative director Darren Wright said: “Supposedly we’re living in an age where we’ve never been so digitally connected but have never felt so alone. That’s a really scary thought.
“With Eclipse’s brand strategy being all about connection, we just wanted to encourage people to stop hiding so much, to reveal their true selves and share a little more”.