Mars Wrigley has unveiled a new advertising campaign for Snickers that playfully acknowledges the brand’s sponsorship of both England and Scotland’s football teams.

The Bothlands campaign features a TV advert in which the two rival teams awkwardly line up side by side, ahead of the two teams’ real-life match in the group stages of UEFA Euro 2020.

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Mars Wrigley is encouraging engagement with the ad through the #OfficiallyAwkward hashtag, and will also be launching the Snickers Hot Take Hotline this summer to address football fans’ many suspect opinions on the sport.

The supplier will also be running the #DeleteYourTweetForATreat campaign across social media which will offer free chocolate to fans who are willing to delete their hot takes.

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Chloe Smith, Snickers senior brand manager, said: “Let’s not beat around the bush, sponsoring both Scotland and England this summer is, well, rather awkward. Faced with this peculiar predicament, we decided there was only one thing to do – create our own, neutral nation: Bothlands. The campaign was a lot of fun to make and marks the next step in our journey of cementing the Snickers brand as the voice of the football fan in Scotland and England.”

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