MARS ICE CREAM: Snickers

Paris, May 5th, 2011

CLM BBDO Launches Campaign
for Mars “Real Ice Cream”Bars

CLM BBDO and Mars are taking advantage of the warm weather to turn the spotlight on summer classics.

Launched in the early 90’s, the wide range of Mars ice cream bars offers a version of every leading chocolate bar, including Mars, Bounty, Snickers, Twix and Celebrations.

Even after 20 years in stores, consumers can still be reluctant. As the product comes from the chocolate sphere rather than the ice cream sector, some people think the ice cream version will be low quality as a result. Which could lead them to think the products are just conventional chocolate bars put in the freezer.
Mars ice cream bars are definitely inspired by their favourite products, but with the addition of real ice cream-making know-how, as proved by dairy content of at least 40%.

To put those unfounded beliefs to rest, Mars Chocolat France and its agency CLM BBDO are turning clichés on their head in three visuals depicting a scene we all know: a child enjoying an ice cream cone with gusto, before accidentally dropping it.
Through three young teenagers, CLM BBDO asks us to relive an all-too-familiar “childhood trauma”, with the difference that the cone is replaced by ice cream bars.

Moreover, the campaign shot by Achim Lippoth, a German photographer known for capturing the most expressive faces children can make, features visuals that are as unambiguous as they are artistic.
You can already enjoy the campaign, which began in print on April 26th, to be followed by a billboard and bus shelter wave.