Mars Wrigley has unveiled a heart-warming Christmas advert featuring the "Lonely Bounty".
The campaign is a sequel to last year's ad in which the much-maligned Bounty found love with fellow outsider the Brussels sprout and follows a recent announcement that the chocolate is being removed from some Celebrations tubs in a trial due to its unpopularity among consumers.
This year's ad opens with Mr Bounty being confronted by Twitter trolls before he makes the decision to leave the Celebrations house for a life of solitude. In true Christmas ad fashion, the story takes a turn when Bounty is taken in by a kindly woman who reminds him that he is still cared for, before he returns to the Celebrations home with the tagline: "You don't know what you've got till it's gone."
Read More: Celebrations to remove Bounty bars from chocolate tubs in Christmas trial
Mars Wrigley said the ad takes "direct aim" at the John Lewis Christmas ads - complete with unexpected friendship and heartfelt montage to the lilting soundtrack. Spokeswoman Emily Owen said: "Bounty has always been a divisive presence in the Celebrations tub but, no matter which side of the debate you stand, our film teaches an important lesson - you don't know what you've got until it's gone."
Earlier this month, it was announced that Mars Wrigley was removing Bounties from some Celebrations boxes in a pre-Christmas trial after finding 39% of consumers want those sweets banished for good. Customers at selected Tesco Christmas Market sites will be able to exchange tubs bought in store that day for a new "No Bounty" alternative until December 18.
The limited edition tubs will include additional Mars, Snickers, Milky Way, Galaxy and Maltesers sweets to make up for the missing Bounty bars. Mars Wrigley said its own research of 2,000 Britons aged between 18 and 65 suggested that 18% would feel irritated to find only Bounty bars were left in the tub, while 58% believed it would lead to a family argument.
However, Mars Wrigley said it was not prepared to make a final decision yet after 18% named the Bounty as their favourite. Polling suggested it was popular with a more mature palette, with 38% of over-55s choosing it as their preferred bar.
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