Mars brings back "Work, rest and play"
Masterfoods chocolate brand Mars is launching a new television campaign which will see it relaunch its "Work, rest and play" slogan after 13 years.
The return of the famous strapline: "A Mars a day helps you work, rest and play" was first used in the brands advertising in 1959 and was last used in 1995.
The new TV ad, created by ad agency Abbott Mead Vickers.BBDO, uses House of Pain's hip-hop anthem Jump Around. The strapline has been shortened to just 'work, rest and play' in order to comply for tougher 'junk food' advertising restrictions brought in place over the past 12 months.
The ad features a group of monks who are reinvigorated in their duties by having a quick energy boost from a Mars bar.
Caroline Jary, brand manager at Mars, said: “We have decided to echo the iconic strapline because it’s so fondly remembered and just as relevant now as it ever was. By shortening the line simply to “Work – Rest - Play”, it conveys a more contemporary message, reflecting the very modern interest in achieving a balanced lifestyle and approaching every aspect of our lives with a positive ‘can do’ attitude – whether this is work, rest or play.
“It’s such a memorable strapline and an important part of the brand heritage - the updated version helps communicate the brand values as much today is it did in yesteryear. We are confident that this return will be as popular with the new generation of MARS bar fans as it was amongst those who remember it so fondly.”
Mars' latest campaign follows a TV push last year, called "Blue Monday", that saw the use of the song of the same name by New Order.
During the football World Cup in 2006 Mars rebranded its bars with the word "Believe" in support of the England team.
