The Campaign’s claim, the Mars bar and testimonials of ‘real man’ completed the campaign’s key visual that created awareness and image.Searching for Austria’s “real man” took the campaign to an interactive level that served the desired closer touch.

Besides vanity, the fact of wining a Harley Davidson and a professional photo shooting for the 12 finalists for the ‘Mars real man’ calendar were the triggers for signing up on the real man homepage.

619 men participated in the contest. The highest online click rate of all Masterfoods campaigns in 2006 was achieved. The sale of the ‘real man’ calendar was the cherry of the tailored, multi-staged campaign that served a clear brand positioning and most important, a positive sales development.