Mars wanted to reverse a decline in its reputation scores by communicating the company’s commitment to be net zero by 2050. Since its corporate brand had low awareness and it did not want to produce carbon emissions by creating new ads, Mars re-versioned executions from its M&M's, Twix, and Bounty brands in a humorous style to talk about its climate change actions. Audiences who saw the well-rated ads gave Mars an increased reputation score. The financial return from communications is estimated using a methodology which links stronger reputation to higher purchase intent and recommendation, and to theoretical growth in market capitalisation.