Mars Bar has introduced a new tagline for the first time since the 70s. ‘Put some play in your day’ was launched this week, to sit beside the existing ‘Work, Rest and Play’ tagline, in a TVC with Clemenger BBDO Melbourne.

Mars marketing director Matt Graham says the new positioning aims to boost the brand’s longevity.

“We’ve moved away from the ‘rational’ energy space and injected a lot more fun and creativity. We’re excited to be forging a new start for one of the world’s best-loved chocolate brands.”

The new TVC, ‘Catwalk’, shot in London with director Ulf Johanssen (Old Spice, Snickers), is inspired by an original Jean Paul Gaultier pret-a-porter show – with a twist.

Clemenger BBDO Melbourne creative director Stephen de Wolf explains the rationale behind the change in creative direction.

“In the past, eating a Mars Bar was a catalyst for a huge uplift in energy. But we’ve all moved on and now that space is owned by energy drinks. The new positioning is about a ‘mental’ uplift – short lived moments that are more fun.”

Group account director Jennifer Chin says the agency envisions “an infinite number of entertaining executions coming out of this for the next 10 to 20 years”.