Mars Incorporated is taking a novel approach to promote its commitment to a sustainable future with the launch of “Healthy Planet Productions.” This unique digital and out-of-home campaign repurposes well-known advertisements for M&Ms, Twix, and other brands, infusing them with a new eco-conscious narrative.
In a creative twist, the campaign reuses footage from older commercials, reducing emissions associated with travel, filming, and production. This is complemented by fresh voiceovers and low-emission 2D animations, effectively communicating Mars’ progress on its net-zero journey. For instance, a familiar Twix advertisement now highlights Mars’ use of over 50% renewable electricity, including wind power.
Andrew Clarke, Global President of Mars Wrigley, emphasized the need for clarity on what companies are doing to effect real change in climate action. By reimagining iconic ads, Mars aims to convey a message of hope and optimism on this front.
The campaign’s geographical reach is expansive, featuring different brands in various countries. In the U.S., the focus is on M&Ms, Twix, and Ben’s Original, while in the U.K., it includes M&Ms, Twix, and Bounty. Mexico will see a focus on M&Ms. Each ad is tailored to showcase specific aspects of Mars’ sustainability efforts, like reducing emissions or sourcing renewable energy.
This approach is grounded in insights from an Ipsos survey commissioned by Mars. It found that 69% of adults believe companies should prioritize climate change as much as or more than economic challenges. This indicates a strong consumer resonance for environmentally focused marketing, even as other purpose-driven initiatives might face skepticism.
Mars’ innovative strategy to recycle beloved ads for environmental messaging is a smart play in today’s climate-conscious market. It demonstrates that sustainability can be integrated into brand narratives in a way that’s both engaging and meaningful. By reviving familiar commercials with a new, purpose-driven twist, Mars effectively communicates its commitment to the planet, potentially inspiring both consumer loyalty and industry emulation.
