Throw Shine not Shade
Although there are strong nostalgic feelings for this nougat filled candy bar, when it came to Millenialls and Gen Z, it had gone stale.
At the core of everything, 3 Musketeers is a moment of sweetness. So to create a brand with purpose, we promoted sweetness in every way. We leveraged the power of the popular phrase "Throw Shade" and instead introduced the idea of "Throw Shine." Inspired by the shiny bar itself, we added uplifting messages to the packaging. Making it the perfect way to tell someone you care, without having to say a word.
The aim was to not only spread positivity, but to show the infectious nature and power of positivity. This piece was the first in a 3-part series. Showing the lives of 3 teens, how they inspire each other and pay it forward. This is part 1 of a fully integrated, digital campaign that has become the future of the brand and made it the sweetheart brand within the MARS chocolate portfolio.
- Project Roles
- Copywriter, Creative Director
- MARS chocolate
- Cat Herding, Conceptual, Content, Copywriting, Creative Direction, Editorial
- Branded Content
- Project Industries