Mars thought it was time to enable the consumer to experience their brand essence 'Energy' on another level. To do so Mars took it's brandname of the packaging and replaced it by several positive messages like 'smile', 'enjoy', 'goodluck' and 'happy'. By doing so Mars enabled its consumers to share their positive energy and support each other in times of trouble.

Besides the change of the packaging itself the campaign was supported by three TV commercials, two radio commercials and POS material. Furthermore consumers were enabled to share their positive energy by a pesonalized viral movie, postcards and photoblogs.