Mars: Aussie builders
Clemenger BBDO Melbourne
What were the objectives for the creative work?
These days when dealing with low-interest, highly impulsive categories, you've got to be pretty unexpected to get noticed. And that couldn't be truer for chocolate bars in Australia.
Category Context
The chocolate bar category is worth $468 million in Australia1. It's brimming with iconic brands like Mars Bar, Cherry Ripe and Twirl, but also new and exciting options such as Cadbury Marvelous Creations and Kit Kat Chunky 3.
But with so much choice comes expanding repertoires. Chocolate bar consumers have around five brands that...