How Mars got 75 billion impressions from people talking about Bounty
Marketing Week ReportersThe potential cull of Bounty from the Celebrations tub sparked frenzied debate from the pages of the New York Times to Good Morning Britain.
Mars
Is Mars the answer to Hotel Chocolat’s global expansion woes?
Molly InnesThe loss-making chocolate brand has been bought by Mars for £534m, as its new owner looks to boost its premium appeal.
Mars Wrigley creates chief customer role for Europe
Lucy TesserasThe confectionery giant has appointed its first chief customer officer to “develop and consolidate” its consumer strategy across Europe.
Mars claims gender parity on-screen in its advertising
Niamh CarrollHalf of characters depicted in Mars advertising are now women, a 51% increase on 2018 levels. Racial representation has also improved, with people of colour now making up almost two-thirds of those on-screen.
Inside Mars Wrigley’s transformation to keep ahead of consumers
Niamh CarrollMars Wrigley’s chief brand officer says its marketing is “building on the shoulders of giants”, but to keep up with evolving consumer demands it has been overhauling how it approaches media, data, team building and purpose.
Mars Pet Nutrition appoints marketer Helen Warren-Piper to global strategy role
Rachel LawlerShe leaves behind her role as chief growth officer and will focus on ‘strategic priorities’ for Mars Pet Nutrition’s range of brands.
Why Galaxy is making brand purpose its ‘number one priority’ this year
Michaela JeffersonBrand purpose attracts its fair share of criticism from marketers and shareholders alike, but according to Galaxy’s UK brand director, its value is seen in “generations”, not quarters.
Mars CEO: Attacks on brand purpose are ‘nonsense’
Niamh CarrollDismissing its critics, Mars’s CEO believes brand purpose is an essential tool for “quality” companies in both talent acquisition and driving profit.
How Mars overtook its rivals with a festive chocolate push
Marketing Week ReportersThe confectioner’s play to win the chocolate war by axing Bounty helped Celebrations pull ahead of its key competitors over the Christmas season.
How Mars Petcare is protecting innovation in the boardroom amid inflation
Niamh CarrollAccording to European marketing director Chris Rodi, Mars Petcare has learned when to take “big bets” on innovations and when to be more frugal.
Mars Petcare on approaching innovation as ‘platforms not projects’
Niamh CarrollEven as the cost of living crisis pushes price up consumers’ agendas, they still demand product innovation from brands, according to Mars Petcare’s Chris Rodi.
3 questions I wish I’d asked as a junior marketer: Mars’s Michele Oliver
Molly InnesGlobal vice-president for brand purpose at Mars, Michele Oliver reflects on the roles pay, flexibility and diversity have had on her career.
Mars on why brands risk seeing purpose as a panacea
Molly InnesConversations around purpose aren’t “nuanced enough”, says Mars vice-president of brand purpose Michele Oliver.
6 ways Mars Petcare is using DTC to develop ‘better marketers’
Michaela JeffersonThe pet food giant’s European marketing director outlines six lessons he and his team have learned through launching five direct-to-consumer businesses over the past 18 months.
Mars Petcare hails the ‘power’ of uniting brand and performance marketers
Michaela JeffersonA closer relationship between its brand and performance marketers helped Mars Petcare cut the cost per acquisition of pet food brand James Wellbeloved by 57%, while giving its brand team valuable insight to help “sharpen” its ads.