To engage youngsters with the Mars brand we removed the iconic labelling from the bar, leaving it black, and providing consumers with the complete alphabet in Mars typography in stickers. The bar became an interactive object that gave people the possibility to create their own messages and give these to friends, colleagues or family.


A few examples of customized bars (as found on the internet)


Awards:
Cannes Lions Gold (Design)
GOLD Young Guns (Design)
Dutch Design Awards Winner (Best packaging)
ADCN Silver (Package design)
Bronze Eurobest (Package design)
Epica Awards Gold (Package Design)
SAN Nomination


Posters showed 'people-to-people' messages.



In the TV Commercial we see two hands making the sentence "make your own message with Mars" on a set of black bars.



Online people could type messages on a black bar. A Mars bar with the chosen message was then sent to a friend or beloved one.