Mars utilizes recycled advertisements for M&Ms and Twix to advance net-zero efforts

Article Brief:

Mars Inc. has initiated a campaign called "Healthy Planet Productions," which involves revamping well-known advertisements with updated messages regarding the company's advancements in climate action. Through the use of voiceovers and simple animation in old ads, the company aims to minimize its environmental impact, as stated in a press release.

The ad campaign features original ads for Mars brands such as M&Ms, Twix, and Ben's Original. The new commercials will be aired in the U.S., U.K., and Mexico on Meta platforms and YouTube, as well as including out-of-home activations in specific markets.

Named "Healthy Planet Productions", the campaign follows the release of Mars' Net Zero Roadmap in September and is based on recent survey findings showing that 69% of adults prioritize businesses addressing climate change as much as or more than economic issues.

Article Insight:

Described as an innovative digital and out-of-home initiative for the brand, "Healthy Planet Productions" enables Mars to promote environmental consciousness among consumers while highlighting its journey towards achieving carbon neutrality, as stated by Andrew Clarke, global president of Mars Wrigley. This includes collaborations with farmers to preserve forests and the use of sustainable energy sources.

The executive explained in the press release that consumers are eager to address climate change, but may not always know what actions companies are taking. This is why the decision was made to leverage our well-known brands in advertising to spread a message of hope and optimism regarding climate change. The new commercials repurpose existing ones, reducing emissions by eliminating the need for travel, filming, and set production. The updated spots feature new voiceovers and simple 2D animation, which have a lower environmental impact compared to other techniques, according to the release.

The campaign will showcase various brands in different countries: M&Ms, Twix, and Ben's Original in the U.S.; M&Ms, Twix, and Bounty candy in the U.K.; and M&Ms in Mexico. One Twix ad, featuring the "Left Twix" and "Right Twix" factories, now focuses on Mars using over 50% renewable electricity, including wind power. Another ad, featuring the M&Ms spokescandies in a boardroom, now emphasizes Mars' plans to reduce emissions.

An Ipsos survey commissioned by Mars found that 69% of adults believe companies should prioritize climate change as much as or more than economic challenges. This demonstrates that environmental marketing can resonate with consumers and aligns with the company's Net Zero Roadmap, which outlines plans to invest $1 billion over the next three years to drive climate action. This commitment contrasts with the lag in adoption of net-zero targets by ad agencies and production companies, as indicated in a recent Ad Net Zero report. The research surveyed more than 14,000 people from the U.S., U.K., China, Japan, Germany, France, and India, representing the world's seven largest economies.