Mars Wrigley’s recent foray into the digital advertising world is notable for its innovative use of generative AI technology. This effort was part of their ambitious campaign titled “For You Who Did That Thing You Did,” launched on Amazon Australia, which aimed to revitalize the sales and relevance of the legacy chocolate brand. Through remarkable integration of advanced technology, Mars Wrigley sought to connect and engage with consumers on a new level, transforming everyday accomplishments into rewarding experiences. This approach resulted not only in enhancing the consumer experience but also in achieving significant sales growth. By leveraging Amazon’s cutting-edge AI capabilities, Mars Wrigley effectively personalized interactions, tailoring them to individual consumer preferences and actions. This marked the company’s first comprehensive campaign on the e-commerce giant’s platform, demonstrating the potential of AI to revolutionize advertising strategies. The campaign tapped into Amazon’s extensive ecosystem and data resources, using sophisticated AI to recognize minor achievements of customers and reward them with MARS Bars included in their next purchases.
Leveraging AI and Consumer Engagement
Mars Wrigley’s collaboration with Thinkerbell, EssenceMediacom, and Amazon Ads’ Brand Innovation Lab displayed an exceptional synergy between technology and creative marketing strategies. During the campaign, consumers were invited to log their personal achievements—ranging from completing a series on Prime Video to supporting local sellers—allowing AI technology to evaluate their eligibility for rewards. The innovative campaign was designed to capture moments of personal success amidst everyday activities, thus fostering a sense of accomplishment and connection with the brand. Over the course of the campaign, which ran from August to October 2025, an impressive 60,000 submissions were received, and about half were deemed eligible for a chocolate treat. This process, imbued with AI-driven personalization, cultivated deeper engagement between consumers and Mars Wrigley. Richard Weisinger from Mars Wrigley commented on how the campaign succeeded in recognizing and rewarding effort in daily life. Through this initiative, Mars Wrigley not only amplified brand visibility but also enhanced consumer loyalty by celebrating individual milestones.
Staggering Results and Impact on Sales
The campaign’s success is underscored by its significant impact on sales metrics and brand awareness. Mars product sales on Amazon witnessed a remarkable 67% increase, providing concrete evidence of AI’s capability in boosting e-commerce performance. Offline sales also experienced a modest but noteworthy growth of 4.3%, illustrating a broad impact on consumer behavior beyond online channels. Brand awareness soared to 92%, indicating widespread recognition and understanding of Mars Wrigley’s offering and values. Furthermore, the initiative improved ad recall among core audiences by 4.8%, and particularly among Generation Z, where ad recall reached 11.1%. The engagement strategies employed led to a 57% open rate on campaign-related emails, showcasing effective communication and consumer responsiveness. The campaign was also instrumental in attracting new customers to the brand’s store, accounting for 60% of total visitors, who spent an average of 73 seconds on the site. Such metrics demonstrate the campaign’s power in drawing in both new and existing consumers, creating enduring connections and stimulating growth.
Future Implications and Strategic Positioning
As Chris Wilson from Amazon Ads remarked, the campaign illustrated the successful marriage between full-funnel advertising approaches and AI technology, strengthening the bond between the brand and consumers. By prioritizing personal accomplishments and moments of success, Mars Wrigley positioned itself as a forward-thinking entity that embraces emerging technologies for enhanced storytelling and consumer engagement. The initiative not only set new standards for marketing but offered valuable insights into the hybridization of digital marketing and AI applications. Its success established a template for future endeavors that Mars Wrigley intends to pursue, both within Australia and in broader markets. This proactive embrace of AI-powered marketing reinforces Mars Wrigley’s reputation as a dynamic and relevant brand in the ever-evolving landscape of digital commerce. The campaign also underscores the commercial potential of Amazon’s marketing model, offering a benchmark for others aiming to integrate AI seamlessly into consumer experiences.
Setting a Template for Future Campaigns
Mars Wrigley’s recent delve into digital advertising highlights its inventive use of generative AI technology. This venture was a key aspect of their dynamic campaign, “For You Who Did That Thing You Did,” launched on Amazon Australia. The campaign set out to rejuvenate the sales and modern relevance of their classic chocolate brand. Utilizing advanced technology, Mars Wrigley aimed to engage consumers more profoundly, turning ordinary achievements into gratifying experiences. This strategy not only enriched the consumer experience but also drove significant sales growth. By harnessing Amazon’s AI capabilities, Mars Wrigley effectively personalized consumer interactions, adapting them to individual preferences and actions. This was their first extensive campaign on Amazon’s platform, showcasing AI’s potential to transform advertising strategies. The campaign tapped into Amazon’s vast ecosystem, employing sophisticated AI to identify and reward even minor customer achievements with MARS Bars in upcoming purchases.
