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Snickers keeps England and Scotland fans sweet with ‘Bothlands’

Confectionery giant Mars Wrigley is seeking to rise above the age-old rivalry between the Scotland and England football teams with ‘Bothlands’, an attempt to keep both sets of fans sweet.

The tongue-in-cheek campaign was greenlit following faux embarrassment at the chocolate brand emerging as a brand sponsor of national teams north and south of the border, a potential conflict of interest that presented its marketing team with plenty to chew over.

Rather than take sides, Snickers is bringing both teams together with players begrudgingly setting aside their differences for a show of staged blue-and-white unity while shaking their heads and staring at the turf in front of baying fans.

Created in partnership with Octagon, the advert presages the launch of a hot-take hotline later this summer, which will encourage the retractment of controversial opinions with the promise of a free chocolate bar with #DeleteYourTweetForATreat.

Chloe Smith, senior brand manager at Snickers, said: “Let’s not beat around the bush, sponsoring both Scotland and England this summer is, well, rather awkward. Faced with this peculiar predicament, we decided there was only one thing to do – create our own, neutral nation: ‘Bothlands’. The campaign was a lot of fun to make and marks the next step in our journey of cementing the Snickers brand as the voice of the football fan in Scotland and England.”

Josh Green, executive creative director Octagon, said: “Snickers sponsor both England and Scotland. It’s an awkward situation. Oh yeah. But. Snickers had no choice but to support both. It’s a contractual obligation. Desperate times call for desperate measures. That’s Bothlands. An awkward solution to an awkward problem.”

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