Post by account_disabled on Feb 14, 2024 4:21:53 GMT -6
How can a global company as iconic as Mars address sustainability in its marketing strategy? The answer lies in its latest initiative: "Healthy Planet Productions," a campaign that redefines the way brands communicate by repurposing iconic ads to convey messages of hope and progress around climate change , according to Sustainable Brands ( SB) This innovative approach not only seeks to raise consumer awareness, but also reduce the environmental impact of advertising. But how does Mars achieve this balance between marketing effectiveness and environmental sustainability? Mars Sustainable Marketing Mars' sustainability digital and outdoor media campaign is one of a kind, focused on the "repurposing" of fan-favorite ads. The campaign, named “Healthy Planet Productions,” seeks to highlight the importance of addressing climate change while reducing the environmental impact of advertising. The strategy involves screening repurposed ads in the US, UK and Mexico, spanning Meta and YouTube platforms, as well as out-of-home activations in select markets.
Andrew Clarke Global President of Mars Wrigley, emphasizes the emotional connection that consumers seek with brands on critical issues. Clarke says consumers share the urgency to address climate change, but it's often unclear how companies are making real change. This is where Mars decides to Taiwan Phone Number List use its iconic brands in advertisements known and loved by consumers to convey a message of hope and optimism regarding climate change. Mars commits to sustainability Mars' action is not limited to the advertising sphere; The company is taking concrete steps to reduce carbon emissions, from working with farmers to protect forests to sourcing renewable electricity. This campaign comes shortly after the publication of the Mars Net-Zero Roadmap, a roadmap that establishes the company's commitment to achieving net zero emissions by 2050. Key objectives include a 50% reduction in carbon emissions by 2030 across the entire Mars value chain. The initiative is supported by the Science Based Target Initiative (SBTi), demonstrating Mars' commitment to science-backed environmental goals.
The advertising industry is being urged to address the significant carbon impact of the creative process, from production to screening of ads. In this context, Mars' ad reuse proves to be an effective strategy to reduce emissions by eliminating the need for travel, decreasing the energy used in filming and producing sets by reusing content, and minimizing remaining emissions. by prioritizing carbon avoidance in creative decision-making. Mars' collaboration with organizations committed to sustainability, which have "green" designations, such as certified sustainable energy offices and studios, demonstrates a holistic commitment to sustainability across the advertising value chain. Before we go… Barry Parkin, Director of Purchasing and Sustainability at Mars, highlights that with this campaign, the company is making it easier for consumers to participate and support its efforts to reduce carbon emissions throughout its value chain. “Healthy Planet Productions” is not only an innovative advertising strategy, but also a tangible way to engage consumers and make them feel good about the products and brands they love. In conclusion, this Mars sustainability campaign demonstrates that social responsibility and marketing are not mutually exclusive concepts. Creative repurposing of ads not only drives consumer awareness, but also reduces the carbon footprint of advertising.
Andrew Clarke Global President of Mars Wrigley, emphasizes the emotional connection that consumers seek with brands on critical issues. Clarke says consumers share the urgency to address climate change, but it's often unclear how companies are making real change. This is where Mars decides to Taiwan Phone Number List use its iconic brands in advertisements known and loved by consumers to convey a message of hope and optimism regarding climate change. Mars commits to sustainability Mars' action is not limited to the advertising sphere; The company is taking concrete steps to reduce carbon emissions, from working with farmers to protect forests to sourcing renewable electricity. This campaign comes shortly after the publication of the Mars Net-Zero Roadmap, a roadmap that establishes the company's commitment to achieving net zero emissions by 2050. Key objectives include a 50% reduction in carbon emissions by 2030 across the entire Mars value chain. The initiative is supported by the Science Based Target Initiative (SBTi), demonstrating Mars' commitment to science-backed environmental goals.
The advertising industry is being urged to address the significant carbon impact of the creative process, from production to screening of ads. In this context, Mars' ad reuse proves to be an effective strategy to reduce emissions by eliminating the need for travel, decreasing the energy used in filming and producing sets by reusing content, and minimizing remaining emissions. by prioritizing carbon avoidance in creative decision-making. Mars' collaboration with organizations committed to sustainability, which have "green" designations, such as certified sustainable energy offices and studios, demonstrates a holistic commitment to sustainability across the advertising value chain. Before we go… Barry Parkin, Director of Purchasing and Sustainability at Mars, highlights that with this campaign, the company is making it easier for consumers to participate and support its efforts to reduce carbon emissions throughout its value chain. “Healthy Planet Productions” is not only an innovative advertising strategy, but also a tangible way to engage consumers and make them feel good about the products and brands they love. In conclusion, this Mars sustainability campaign demonstrates that social responsibility and marketing are not mutually exclusive concepts. Creative repurposing of ads not only drives consumer awareness, but also reduces the carbon footprint of advertising.