Mars has ditched traditional advertising devices for the launch of
its new line of chocolates, Galaxy Caramel Swirls, opting for a campaign
which pretends to hypnotise its audience.
Grey has created 60-, 40- and ten-second TV commercials, each featuring
swirling patterns in the hallmark Galaxy colours of brown and tan. A
calming voiceover instructs people to buy the new chocolates.
’You’re feeling relaxed yet focused,’ begins the hypnotic voice, which
describes the caramel-filled chocolates. The ad closes with a
thinly-veiled command: ’When you wake you’ll need to run an
Galaxy swirls are designed to break new ground in the boxed chocolate
market. A luxurious brand extension of Galaxy Caramel, they are cheaper
than most of their rivals since they are packaged in foil rather than
expensive boxes. This has allowed Mars and Grey to position the brand as
a self-indulgent yet inexpensive gift.
As such, Grey’s pounds 3.5 million launch campaign was able to eschew
the guilt or romance-inducing storylines usually used to sell ’boxed’
chocolates, in favour of a more tempting approach.
Similarly, Grey was able to pitch the commercials at all age groups,
rather than just at gift-givers, who tend to be female and older.
Breaking on 16 March, the campaign was written by Lisa Beck and art
directed by Mallie Bandaranaike. The live action and animation were
directed by Sarah and John through Picasso Pictures, with food shots
directed by Paul Kemp through Seddon Films.
MediaCom, Grey’s media arm, has booked a 4,400-site Adshel campaign, and
some of these sites will use motors for the first time to produce a
rotating swirl effect.
The posters and TV work will be supported by a press campaign, mainly in
women’s magazines, including Cosmopolitan, Family Circle and Elle.
These will take the form of right-hand pages showing the hallmark swirl,
followed by a left-hand page giving details of the product.
Grey was advised by the Broadcast Advertising Clearance Centre to work
closely with medical experts in making the commercials, since a
speeded-up version of the swirl effect might have had a genuine hypnotic
effect on viewers, or induced epileptic fits.