Mars is poised to begin national advertising to support its first
venture into the UK boxed chocolates market, which is dominated by
Cadbury’s Roses and Nestle’s Quality Street.
Abbott Mead Vickers BBDO has produced a TV commercial to support the new
line - called Celebrations - which went on air this week in the Tyne
Tees area before a probable national roll-out early next year.
The test campaign will allow Mars marketers to assess its performance in
the run-up to Christmas, when sales of boxed chocolates traditionally
reach their peak. Its aim, however, is to broaden the appeal of
Celebrations and maintain sales levels outside the festive season.
Sue Garrard, the Abbott Mead account director on the business, said:
‘Our hope is Celebrations won’t be like Roses and Quality Street, which
you give to your granny every Christmas, but will become a line that
children in particular will love.’
Mars has been planning to launch into the UK boxed chocolates sector
since last year’s agency realignment, which resulted in the BBDO network
being added to its global agency roster.
Abbott Mead won the assignment in competition with DMB&B, also a Mars
Celebrations, which is produced specifically for the UK market, contains
a number of Mars products in miniature form, from mini Mars bars to
Maltesers, Snickers, Galaxy, Bounty and Topic.
The miniaturisation theme is picked up in a 30-second commercial which
pokes fun at the Japanese obsession with all things small, including a
TV on a ring and an earring that doubles as a radio.
The film was written by Pat Doherty, art directed by Greg Martin and
directed by John McFarlane through Great Guns. Media buying on
Celebrations is being channelled through MediaCom.
‘The new work is contemporary, hip and fun,’ Garrard added. ‘It gets
right away from traditional chocolate advertising.’