The No-Bounty Celebrations Tub

Agency: Taylor Herring & Mars Wrigley

This campaign was devised to win the UK Christmas chocolate war and featured the most divisive chocolate in the Celebrations tub (and beyond) - the coconut-filled Bounty.

In actual fact, the campaign didn’t feature Bounty at all, quite the opposite – it completely removed it - with the launch of limited edition No-Bounty festive tubs that caused national (and then global) uproar. The campaign trended on Twitter for 4 days, achieved 4,200 press articles in the UK (and more than 6,000 globally), and provided a talking point that kept families debating throughout Christmas and beyond.