Mars Wrigley + Rolling Stone create ‘The biggest thing in wrap’ via Thinkerbell + EssenceMediacom

In a major step forward for sustainability, Mars Wrigley Australia has partnered with Rolling Stone Magazine to launch its paper-based wrappers for Mars Bar, Snickers and Milky Way across Australia.

The partnership, supported by creative agency Thinkerbell and media agency EssenceMediacom, sees the iconic Rolling Stone Magazine launch its first-ever biodegradable magazine wrap which will roll out from the April issue onwards. This historic move has been made as a pledge to support the major confectionary brand, as they say “away with plastic” itself.

Nominating Australia as the first global market, the paper-based packaging roll-out from Mars Wrigley will remove an impressive 360 tonnes of plastic across its value chain – this is the equivalent of travelling from Melbourne to London and back.

Celebrating “The biggest thing in wrap” for 2023, Mars Wrigley has partnered with established Australian rap artist and proud Gomeroi man – Kobie Dee, who pays tribute in the new Rolling Stones issue to highlight the importance of Mars’ big sustainability move and explores the role recyclability continues to play in the country’s rap culture.

Says Richard Weisinger, portfolio director, Mars Wrigley: “After a three-year project to redesign our packaging, seeing our chocolate bars now in store in our new paper-based wrapping is incredibly exciting for us.

“We’re thrilled to be working with Kobie Dee – a First Nation’s rapper – to support the launch of our new packaging into stores across the country. Rolling Stone’s move to a plastic-free magazine proves that the time is now for businesses and industries to make bold moves towards reducing our environmental footprint and ensuring a healthier planet for generations to come.”

Says Anjana Khallouf, Thinkerbell: “We’re proud to be working with Mars Wrigley to celebrate this step forward in sustainability. Reducing 360 tonnes of plastic is pretty rock and roll so it made sense to merge these two iconic household names and create something seriously special with Rolling Stone Magazine’s first ever recyclable issue.

“What’s more, working with Kobie Dee to promote this world-first for recyclable packaging has been an incredible experience as we acknowledge the importance of creating a healthier planet for all.”

Says Michelle O’Brien, EssenceMediacom: “We’re proud to support Mars Wrigley’s breakthrough ideas with breakthrough thinking and partner with Rolling Stone Magazine in this global first sustainable media initiative. These impactful brands taking on recyclable wrapping is a message we wanted to generate awareness of at scale and this was further supported by Revolution360, our sustainable OOH provider. We look forward to more brands and businesses coming together to preserve our planet.”

The campaign’s OOH has been activated by Revolution360, with a focus on sustainability across all touchpoints. Paper stock for posters contains a percentage of recycled material, sourced from specifically grown sustainable forest and is 100% recyclable. The inks used are made from 65% water, meaning they are non-combustible and non-flammable, unlike solvent-based inks and are biodegradable. Different from usual solvents and glues used for OOH, the Mars Wrigley poster installation used potato-starch based, biodegradable glue. Throughout the campaign, all paper and cardboard waste has been recycled, with poster tubes donated to Victoria Zoo and local primary schools.

Josh Fitzgerald, national sales director said Revolution360 had seen a rising interest from brands across a wide range of categories in sustainable advertising materials, which is also being driven by consumer demand: “I believe it is overall consumer sentiment regarding the environment.”

Head to morethanjustawrapper.com.au to find out more.

Client: Mars Wrigley

Creative Agency: Thinkerbell

Earned Agency: Thinkerbell

Media Agency: Essence Mediacom

Corporate PR: Edelman