Christmas wouldn’t be Christmas without a family-size tub of assorted chocolates, like Celebrations, to dip into. To truly engage our audience and ensure Celebrations were the tub they were thinking about, we did the last thing they wanted. We put a Bounty – their least favourite flavour – behind the first day of the Celebrations advent calendar. In fact, to really rile them, we put one behind the second day as well!

It was a Christmas catastrophe for Bounty-hating Celebration fans but a chocolate triumph for Mars. By convincing the brand to move from traditional TV activity to a social-led stunt, we caused an online storm, gained enough social traction to be discussed on This Morning (the nation’s top daytime TV show) …and sold 90,000 more Celebrations tubs than in the previous year.