LONDON – Chocolate brand M&Ms will promote wind power in a global advertising campaign set to run later this year and into 2018.
Chocolate and pet food giant Mars Inc this week announced a $1 billion sustainability drive, aiming to do its bit to tackle climate change and improve conditions for farmers in its supply chain.
As part of the plan, Mars’ M&Ms brand will “champion the power of renewable energy and highlight the need for action in addressing climate change.”
Barry Parkin, Mars’ chief sustainability officer, told Business Insider: “We’re going to be using red and yellow. They’re going to be enthusiastic advocates of wind power energy. Hopefully, it will continue to engage consumers in this important topic. We know consumers care about the planet and we’re trying to do our part to help.”
Mars plans to launch the campaign during the UN General Assembly in New York later this month when world leaders will be gathering to discuss climate change.
Mars CEO Grant F. Reid said in a release announcing Mars’ $1 billion sustainability drive: “Through our much-loved M&M’s brand, we can inspire consumers on this important topic and shine the spotlight on renewable energy – one of the solutions that will help us to tackle climate change and meet the UN Sustainable Development Goals.”
Over the last decade, Mars has built two massive wind farms in Scotland and Texas to provide 100% renewable energy to its operations in the UK and US. The company plans to build similar wind farms in 11 more major markets around the world, such as Russia and India.
Parkin said: “We’re doing this at cost parity or better than fossil fuel. We’re at an absolute tipping point here. Any company can switch to renewables without cost penalty if you do it in a smart way. This is absolutely the time for us and everyone else to accelerate.”