Newspaper ads from Mars Snackfood's "Raising the bar" campaign.
Mars snackfoods announces its new policy to improve nutritional standards of their confectionary bars in two waves of press ads.
The first wave acts as a general announcement, featuring a range of their chocolate bars, along with copy that explains how and why they will be changing.
The second wave of the advertising campaign maintains continuity by keeping the look and feel of the launch ad, but shifts the focus onto individual bars. Copy also reinforces a singular policy measure rather repeating the full sweep of measures. The Milky Way ad concentrates on reducing calories (this ad ran in week two of the campaign); whereas the Snickers ad, (which ran in week three), centres on clearer packaging information.
These ads, which utilise the strategic roles of Public Agenda, Conveying Information and (Re)Appraisal, ran in metropolitan newspapers around the nation.
Learn more about the strategic roles of Public Agenda, Conveying Information and (Re)Appraisal and how best to use it in newspaper advertising.
