Mars were seeing competitor growth and share gains come from innovation & new variant launches.

Galaxy their biggest brand had not brought news to the category in over 6 years.

There in lay the opportunity to launch 3 new Galaxy Flavours , Galaxy White Chocolate, Galaxy Smooth Dark & Galaxy Cookies & Cream’. But in a category abundant with flavour and variant launches how would we drive appeal and preference for our new flavours?

Phase 1:

We launched 3 films that introduced & immersed consumers into a world of white, dark, cookies and cream, through the 3 distinct personas of the celebrities. Supported on TV & Digital the conversations flowed into social as the ambassadors directly campaigned for consumers support and votes.

Phase 2:

1 month in, it was time to raise the stakes and introduce the dares the 3 celebrities had to perform in case their flavours lost, through pleas on digital.

Phase 3:

When the close of votes came on Nov 22nd it was time to announce the winning flavour with a celebratory TV copy where Nelly Karim thanked people for saving Cookies & Cream & the ambassadors of the losing flavours Daniella Rahme and Lady Fozaza completed their forfeits.

The campaign ran for 3 months across TV, Digital & Social channels covering UAE, Oman, Kuwait, Bahrain, Qatar & KSA.