All the creative execution was derived from the same origin: positive energy. Even the Mars brand name was removed from the packages in order to make room for a positive message: enjoy, smile, happy, feel good.

So the product itself was turned into a communication tool, a small positive gesture people could share with others. Mass media such as television commercials, radio spots, print ads and outdoor posters were used to set the agenda for more positive energy in society; to prioritise sharing positive sentiments among each other. The other communication was intended to activate this proposition: to enable people to actually share positive energy, through a viral video which could be personalised, a postcard with positive messages and through the package, which was a positive gift on its own. On a photoblog, people could share the effects of their positive action. The campaign lived and breathed contagious, feel-good energy.

Research and sales figures among the target audience indicate:An increase in spontaneous brand awareness.An increase in people who claim Mars is a brand that fits their personality.An increase of the iconic brand image of Mars.A total increase in sales of 33%.