The 拢10,000 goody bags supplied to the team included just about everything from Sony PlayStation2s to Paul Smith suits, but missing was the crucial glucose rush ahead of England's opening World Cup game against Sweden on Sunday.
Masterfoods organised to send a shipment of Mars Bars immediately. A new tactical ad by Grey Worldwide London was also developed on Friday evening to run in national newspapers in sports sections, with the new sign-off "Pleasure you can't measure" -- featuring the word "More".
The advertisement was written by creative director Paul Pickersgill. The "Pleasure you can't measure" campaign, which launched in the UK in May, features TV, cinema, print and PoS and is part of a 拢7.5m rebranding and relaunch of Mars Bar by Masterfoods.
Ten 10-second TV spots launched on 21 April across Europe. Each of the 10 spots illustrates a satisfying experience. They include "love bite", where a man is hankering after a bite of his girlfriend's Mars Bar. She leans in for a kiss and he bypasses her lips and takes a huge mouthful of chocolate.
The ads -- the first work from Grey since the agency won the account from D'Arcy in November 2001 -- reflect the strategy to reposition Mars as a more contemporary and pleasurable product, appealing to women and young consumers. The brand is still struggling to overcome its "A Mars a day helps you work, rest and play" positioning, even though the tagline has not featured in its ads for more than a decade.
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