Mars 'Believe': Team Tassie Campaign

Mars conducted a campaign to drive public relations, which included first announcing its support for the first Tasmanian Australian Football League team and engaging with the community, before then changing the Mars' iconic packaging into 'Believe' bars.

Mars 'Believe': Team Tassie Campaign

G2/Graffiti Group Australia

Challenge

The Mars 'Believe' campaign was the standout public relations campaign for G2/Graffiti Group in 2008.

The campaign was multi-layered and included:

  • The Tasmanian Government
  • A commitment to support a Tasmanian team in the Australian Football League (AFL) should they be given a licence.
  • Changing Mars' iconic packaging
  • Engaging the AFL community
  • Media support to engage football followers and the broader sporting community

Driving idea

The campaign was driven by the groundswell of support for the establishment of Tasmania's first AFL...

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