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. So we launched a new platform ‘For You Who Did That Thing You Did,’ created, which 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. The line and art direction both represent what it's like to eat a mars bar, a mouthful. 

MARS saw an opportunity to own this space, to help people 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.. Resulting in Mars Wrigley's highest ranking amongst all confectionary brands in 2024.