HACKETTSTOWN, N.J., Oct. 27, 2016 /PRNewswire/ -- Today, Mars Chocolate North America's 3 MUSKETEERS® Brand introduced a new campaign designed to inspire and uplift by spreading moments of joy called #ThrowShine.
#ThrowShine is designed to create an environment for young people to give props to their peers – or just make someone feel good and is the positive counterpart to the isolation and embarrassment that comes with throwing shade.
"This is an amazing opportunity to leverage the power of our brand to create a platform that spurs an environment of positivity," said Allison Miazga-Bedrick, 3 MUSKETEERS® Brand Director. "We plan to demonstrate how to #ThrowShine through a series of activations, including new packaging and digital video, but we're most excited to see fans share stories about their own #ThrowShine moments."
Fans can #ThrowShine by sharing one of the new 3 MUSKETEERS® bars that are available in retailers nationwide and feature 24 unique, uplifting messages. The messages vary from "you are awesome" to "you're one of a kind," which are all featured in a bright, burst of color on the front of the packaging.
The brand will also demonstrate what it means to #ThrowShine in a unique new digital video series created by Tribal Worldwide. The series features three different videos which each showcase a different perspective of a moment when one teen takes the time to #ThowShine to another with a 3 MUSKETEERS® bar. The videos feature a reimagined version of "This Little Light of Mine" by teen music sensation Bea Miller and will be released over the next couple of weeks on the brand's social platforms, as well as various digital networks.
Beyond the new bars and videos, the campaign, which was inspired by teen insights will extend the brand's digital-first approach and be supported by a variety of tactics designed to empower teens in relevant environments to conduct positive acts. The brand will continue to activate in various social channels, including YouTube and Snapchat, as well as implement an extensive influencer program.
For more information about 3 MUSKETEERS® or #ThrowShine, visit the 3 MUSKETEERS® Facebook page.
About Mars, Incorporated
Mars, Incorporated is a private, family-owned business with more than a century of history, $35 billion in sales, and six diverse business segments producing some of the world's best-loved brands: PEDIGREE®, ROYAL CANIN®, IAMS®, BANFIELD® CESAR® (Petcare); M&M'S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY®, TWIX® (Chocolate); DOUBLEMINT®, EXTRA®, ORBIT®, 5™, SKITTLES® (Wrigley); UNCLE BEN'S®, DOLMIO®, MASTERFOODS®, SEEDS OF CHANGE® (Food); ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA COMPANY™, KLIX® FLAVIA® (Drinks); and COCOAVIA® (Symbioscience). Headquartered in McLean, VA, Mars operates in 421 facilities across 78 countries, where our more than 80,000 Associates —all united by the company's Five Principles of Quality, Efficiency, Responsibility, Mutuality and Freedom –strive every day to create relationships with our stakeholders that deliver growth we are proud of.
For more information about Mars, Incorporated, please visit www.mars.com. Join us on Facebook, Twitter, LinkedIn and YouTube.
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SOURCE Mars Chocolate North America