Mars reuses old iconic adverts to raise consumer awareness of climate action

By Anthony Myers

- Last updated on GMT

The Mars campaign is showcasing creative ways to leave a lighter environmental footprint in advertising. Pic: Mars
The Mars campaign is showcasing creative ways to leave a lighter environmental footprint in advertising. Pic: Mars

Related tags COP28 Cocoa Sustainability Mars incorporated

Mars Incorporated has launched a first-of-its-kind digital and out-of-home campaign that ‘reuses’ fan-favourite advertisements, giving them a second life and claiming the new messages bring hope and progress around climate action.

The campaign, ‘Healthy Planet Productions,’ follows the recent publication of Mars Net Zero Roadmap to accelerate action towards achieving Net Zero emissions by 2050, including a new Science Based Target Initiative (SBTi) approved target to cut carbon emissions in half by 2030 across its entire value chain.

 Advertisements in the Mars ‘reused’ advertisement campaign will run in the US, UK, and Mexico across Meta platforms and YouTube, including out-of-home activations in select markets. I

The campaign will highlight advertisements for M&Ms, TWIX, and Ben’s Original in the US. The UK campaign will feature Bounty, M&Ms, and TWIX. 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 a tangible impact now​.”

The Mars ‘reused’ advertisements campaign reduced production emissions by cutting emissions and removing the need for travel, filming, and set production by repurposing content. It 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 and businesses committed to sustainability that hold industry designations, such as Certified Green Energy Offices and Studios. 

Barry Parkin, Chief Procurement and Sustainability Officer, said, “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. 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.”

The announcement was timed for the beginning of COP28, the United Nations Climate Change conference, held from 30 November until 12 December 2023, at the Expo City, Dubai. The Cocoa and Forests Initiative (CFI), which Mars is a member of, is set to present updates on the industry’s commitment to eliminating deforestation ​and restoring degraded forests at the conference.

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