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Mars unveils debut ad for new brand GoodnessKnows to communicate its social good roots

Mars Chocolate UK has launched its debut TV ad for its new GoodnessKnows brand, which pairs social good with snack bars.

From 5 November, the ‘Mr Nasty’ spearheads the ‘Done Some Bad? Do Some Good’ campaign, which is intent on informing consumers that 10% of profits go to a good cause.

Michele Oliver, vice president of marketing for Mars Chocolate, said: “We were thrilled to launch Mars Chocolate’s first brand in 20 years this summer and it’s even more exciting to see GoodnessKnows on television screens around the country.

“The campaign highlights what GoodnessKnows is all about – providing consumers with a delicious treat that matches their values by spreading a little goodness across local communities across the UK.”

Rosie Arnold, creative partner at AMV BBDO, added: “Mr Nasty is a wickedly likeable character, who’s devilish ways will hopefully give people a little smile, as they see him “accidently” eating GoodnessKnows. We want to show people that even when you’ve done some bad, you can do some good.”

The ad will run on TV and YouTube, culminating a £4.6m spend to supplement the launch.

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