How Mars received 75 billion impressions from individuals speaking about Bounty

The basic Celebrations tub squares off in opposition to stiff competitors every Christmas within the seasonal chocolate gross sales conflict.

To chop via the festive noise Mars Wrigley wanted a marketing campaign that will get the nation speaking, drive engagement, media protection and heightened share of voice. With analysis revealing Bounty to be essentially the most divisive choice within the Celebrations choice, Mars Wrigley introduced the coconut candies have been being eliminated attributable to “public demand”.

Working with company Taylor Herring, the confectionary big sought to “weaponise” Bounty followers globally to face up for the much-maligned chocolate.

Restricted version ‘No Bounty’ tubs have been despatched to influencers and journalists, in addition to broadcast, digital and print media. The workforce stoked the dialog on social media with a gentle drip feed of content material to maintain the talk raging. This social push was supported by the launch of the ‘#BringBackBounty’ TV spot, timed to journey the seasonal advert information agenda.

The Bounty debate went world. Capital Radio, BBC Radio One and Good Morning Britain all mentioned the chocolate’s plight, whereas ITV Information devoted a three-minute phase to the story. The way forward for Bounty even graced the pages of the New York Occasions and featured on Australian daytime TV.

Total, the marketing campaign generated 6,502 items of protection globally, 1,622 broadcast mentions and 178 items of print and on-line protection UK-wide. Some 42,700 distinctive customers posted about Bounty on Twitter throughout the marketing campaign interval, whereas 80 items of TikTok content material have been produced on the subject.

Crucially, the marketing campaign achieved an estimated world attain of greater than 75 billion, serving to Mars Wrigley scoop the 2023 Advertising and marketing Week Award for PR and Model Storytelling.