We helped Mars become the unofficial cheerleader of England fans at the 2006 World Cup by changing the name of Mars bars to ‘Believe’ bars. The idea was to create an experiential campaign that aligned the brand with the sense of optimism shown by England fans. As belief that ‘we can win it’ grew, the size and spectacle of the experiences we created for the fans grew too.
Gave Britain more balls
After the ‘wally with the brolly’ and the England football teams dismal failure to qualify for the Euro 2008, Mars asked us to come up with a plan to improve the nation’s ball skills and rekindle our passion for the beautiful game. Our solution was simple but effective. We gave away over 100,000 specially designed training balls.
The balls were given away as free with purchase and at experiential football events all over the country. We even left footballs in local parks because we knew people wouldn’t be able to resist playing with them. The promotion further established Mars as the unofficial supporter of English football and football fans.