Before any brand dared to do a name changing campaign, we had Mars selling black bars without their iconic name on it. The complete Mars alphabet was provided on sticker sheets.

The black bars instantly became something you’d want to share with others. Sales increased by 12% in OOH and 5% in grocery. And the brand preference amongst youngsters increased by 15%.


Cannes Lions - Gold, Design
Young Guns - Gold, Design
Dutch Design Awards Best packaging
Art Directors Club - Silver, Package design 
Eurobest - Bronze, Package design
Epica Awards - Gold, Package Design

A few examples of customized Mars bars (as found on the internet):

Outdoor posters:

Online, people could type their messages on the blank Mars wrapper. A real, edible Mars bar with the chosen message was then sent to a friend: