Bring Home the Bounty

Client: Mars Wrigley

Bounty. Love-it-or-hate-it, if you live in the UK, there’s little in between. The debate over its place in the Celebrations Tub has caused a national stir for years.

As we sailed into our third Bounty-centric endeavour, there was a legitimate fear – had the coconut conundrum been overworked and overdone? If we were going to take on this brief, revitalising interest was imperative or we risked crumbling like stale chocolate. Throwing caution to the wind, we reignited the Bounty debate to win the Christmas chocolate wars for the third consecutive year – but this time, we got behind the divisive choc, championing the coconut and discarding all the others. We teased the detractors with cheeky advent calendars and Bounty only tubs, crafted a solid gold Bounty bar and even staged a full-on debate at the Oxford Union. This sparked merry mayhem in the media, generating hundreds of news and features and becoming the talk of the town during the crucial Christmas sales period. And if that wasn’t enough, we triumphed over the competition, snagging the title of the UK’s favourite Christmas chocolate box of the year (YouGov 2023). Three really is the magic number!