Mars Launches New Platform “For You Who Did That Thing You Did” Via Thinkerbell

Mars Launches New Platform “For You Who Did That Thing You Did” Via Thinkerbell
B&T Magazine
Edited by B&T Magazine



Mars positions itself as the appropriate reward for the little everyday achievements in new platform ‘For You Who Did That Thing You Did’ via Thinkerbell.

MARS is one of the oldest, most iconic chocolate bars sitting on any shelf. But in a cluttered and highly competitive category, and with some big personalities to contend with, MARS needed to carve out its own positioning that reflected today’s society.

The new platform ‘For You Who Did That Thing You Did,’ created with Thinkerbell, taps into the insight that people engage in a kind of mental self-bribery to complete everyday tasks. Rewarding themselves for finishing the smallest of things. MARS saw an opportunity to own this space, to help consumers celebrate their everyday achievement or ‘thing,’ and plant the seed that said reward should be a MARS bar with delicious caramel, nougat, and chocolate.

Across TV, OOH and radio the chocolate bar is framed as a reward for its consumers’ bouts of effort ranging on the scale of extremely small to small-medium. Everything from parallel parking, finally watering a much-neglected pot plant, and remembering your workmate’s pet’s birthday. All things you might not phone home about but, in MARS’ eyes at least, don’t deserve to go completely unacknowledged or unrewarded.

A large part of the campaign is also contextual, OOH placements outside targeted ‘flat-pack’ stores and on Punt Road celebrate consumers building flat-pack furniture without dismantling their relationship and navigating peak traffic without laying on the horn respectively. While a dynamic radio campaign created with Spotify outlines what constitutes as a thing according to time of day and playlist-type to help people on their daily run, at work and on the way to yoga work out whether they’ve yet earned a Mars bar.

Richard Weisinger, portfolio director, Mars Wrigley said: “For you who did that thing you did is an enduring platform that helps us refresh the MARS brand, giving it a clearly differentiated role for consumers while not sacrificing the joy of a chocolate-nougaty treat.

“We wanted to build on the brand’s history while establishing the right role in an evolved snacking landscape. We’re looking forward to exploring where we can take ‘For you who did that thing you did’ for years to come and evolving it to reflect people’s behaviours and trends.”

Tom Wenborn, executive creative tinker, Thinkerbell said: “Repositioning an Australian icon like Mars Bar is a privilege, an honour, but above all else… a thing. The team had a great time finding a fruitful platform that was also a bit of a chewy mouthful, much like the bar.”

The platform will also lead to a number of small activations, to surprise, delight and most importantly supply chocolate to those who have just done the mildly impressive. Things such as make it to the end of a press release from an agency you don’t even work at – a definite thing. To claim your chocolate-covered caramel nougat prize, email foryouwhodidthatthingyoudid@thinkerbell.com. Terms and conditions apply.

Credits

Client: Mars Wrigley

Creative Agency: Thinkerbell

Media Agency: EssenceMediacom

Production Partner: Playtime / Photoplay

Casting: Peta Dermatis – Studio P

Editor: The Editors

Sound: BangBang

Mars Bar CGI Production: Electric Art




Please login with linkedin to comment

Latest News

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Opinion

by B&T Magazine

B&T Magazine
Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]