Launching a new product can bring about many questions. How do we capture the right kind of attention? And what is the best way to stay top-of-mind? These questions become even more important to low-loyalty categories, such as chocolate.
During March 2020, Mars and advertising agency Impact BBDO set out to introduce Mars’ latest chocolate “Galaxy Dates”, fusing the western concept of chocolate with the Arab world’s love for dates.
THE GOALS
Their aim of the campaign was to drive awareness of the new product as its flavors but most importantly, to build an emotional connection with the audience to drive brand love and entice demand.
Chocolate is highly related to our senses. It is a f
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