Three million Mars and Snickers bars were recalled in Australia (NSW) after an extortion threat. The bars remained off the shelf for almost two months. The objective of the relaunch campaign was not only announcing the return of Mars and Snickers, but also to protect the reputation of the two brands.Instead of being too serious about the extortion, the project aimed to instill fun into the brands with humorous themes about being off the shelf for so long.The campaign not only protected the brands, but also actually enhanced it with sales far exceeding expectations.