Mars chocolate is engaging football stars of the previous generation in its new campaign. The company has invited sport legends Stuart Pearce, Peter Shilton, Viv Anderson, Terry Butcher and Bert Williams, who is now in his 90-ies, and created a TV-campaign, launched in the UK.
The aim of the campaign is to bring back the dearest moments of the game and remind the fans as well as the consumers, of the sheer happiness, which bursts emotions can provide. Chocolate can give as much positive mood as sport, so the brand has linked it with the game. The company has created its website www.marsbar.co.uk, where it shows all the related materials of the campaign, including the adverts as well as the backstage video.
The campaign, developed by AMV BBDO, has been launched just in time for the World Cup, which will be arranged in summer, and to mark the brand’s being an official supporter of The FA (The Football Association) from England. The visitors of the website are also given an opportunity to win 2 tickets for two to England’s pre-South Africa training session in Austria through Facebook.