Celebrations gives love to the underappreciated Bounty with Christmas ‘returns scheme’
Confectionary giant Mars Wrigley has its tongue firmly in cheek with the launch of a ‘returns scheme’ for its least-loved treat – the humble Bounty bar.
Filmed on a shoestring budget, the seasonal campaign builds on research suggesting that Bounty bars are usually the last chocolates left standing in a box of Celebrations, with 52% picking it last and 32% preferring to pop it in the bin rather than their mouths.
Shocked at the prevalence of so-called ‘Bounty boycotters,’ the brand is offering sweet-toothed Brits the chance to swap out their chocolate-covered coconut treats in favour of something more appetizing – Maltesers Teasers being the top pick among 63% of respondents.
Anthropomorphizing the snack via a series of scenes depicting the chocolate bar as a wallflower at the disco, being stood up for a date and crying itself to sleep on the couch, the ad parodies the big-budget blockbusters from the likes of John Lewis with something to which we can all relate.
Cemre Cudal, Mars Wrigley’s head of Christmas, said: “Our film highlights a love affair between two outsiders – Bounty and Sprout. The unlikeliest of couples but, nonetheless, a love for the ages. I defy anyone not to fall in love with Bounty after they watch this heart-breaking film. And if after all that, you still can’t bring yourself to love a Bounty this Christmas, we’ll take them back as part of our Bounty Return Scheme in January. Because no Bounty should be left alone at the bottom of a Celebrations tub.”
Developed by Taylor Herring, the light-hearted piece likens the Bounty bar to the dreaded Brussels sprout, disliked by 43% of respondents.
To avail yourselves of the offer, offending Bounty bars can be handed in at three Co-op locations in Glasgow, London and Manchester from January 17.
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