Eclipse Mints urge young people to drop the emoji masks and connect
Eclipse Mints is hoping to help young people escape a world of fake connections and share a moment, and a mint.
Eclipse Mints
The Mars Wrigley Confectionery brand has launched a brand platform, Share a Little More, in a bid to “inspire and celebrate real, authentic moments” and showcase how its mints can help create genuine moments of connection.
The platform launches with a TV spot which features a young couple running away from a party filled with people wearing emoji masks. Once alone the couple take turns removing numerous emoji masks before they reveal their faces and share a moment over a mint.
Nicole McMillan, vice president marketing AMEA at Mars Wrigley Confectionery, said, “Consumers face many pressures in today’s ‘always-connected’ online world, and despite all this connectivity they often don’t take the time to connect in real life.
"Share a Little More” is the perfect positioning to stand out and be noticed by our consumers. In creating a more ‘real and connected’ platform for the brand we also wanted to better reflect the diversity of our consumers.”
The campaign, which includes TV and online activity, was created by Clemenger BBDO Sydney and directed by Jeff Low.
Darren Wright, creative director of Clemenger BBDO Sydney, said, “Supposedly we’re living in an age where we’ve never been so digitally connected but have never felt so alone. That’s a really scary thought. With Eclipse’s brand strategy being all about connection, we just wanted to encourage people to stop hiding so much, to reveal their true selves and share a little more.”
