The Mars chocolate brand was losing steam after being off air for two years. It had lost salience and meaning in the minds of Canadian consumers and just wasn't the first choice for anyone.


We turned to the working class roots of the brand and the bar's substance to re-position it as the bar that's there when you bite off more than you can chew. Our research revealed that the target audience - young parents - were likely to be DIY-inclined so we framed the brand to be relevant for them by tapping into and targeting their search behaviours. We reached them on YouTube with pre-roll ads in front of the most popular DIY videos.