This comes along with a brand refresh of its new logo for Mars' confectionery and pet-care divisions. Mars owns brands such as Snickers, Twix, Starburst, Uncle Ben's Whiskas, Wrigley and many others, including its pet care products. On its site, the manufacturer said that it houses 115,000 associates and aims to "make a difference" in the world, with a focus on societal issues such as climate change and worker conditions.
In a statement to Adweek, Andy Pharoah, the company’s vp of corporate affairs, strategic initiatives and sustainability said the revamp came from a “very strong belief that to be successful in the long term, Mars needed to be as differentiated as its individual business units and brands were.” He added that while it was not a marketing move, it was a “corporate approach to make it known” what Mars stands for.
Florian Wastl, corporate and government affairs professional, director public affairs of Mars Europe, posted on Twitter the flag of Mars' new logo and brand purpose statement outside the Brussels office.
Grant Reid, Mars CEO said on Mars' Twitter account that the reason behind the new brand purpose was to challenge the brand to do business in a way that creates benefits for both the company and the society.
In a conversation with Marketing last year, Andrew Clarke, global president of Mars Wrigley Confectionery who has been with the company for 18 years, explained that when it comes to marketing, the company is always being evidence-based. For Mars, understanding how the brand can convert their reach into transactions is critical. Currently, the brand is spending about 30 to 35% of its media budget on digital, with an expectation for increase. Meanwhile, 20% of the budget is kept aside for innovation.
Most recently, Mars also consolidated its global media planning and buying duties into MediaCom. This account, worth £1.4 billion globally, is effective on 1 January 2019, with a transition period running until December 2018. Clarke in a statement to Marketing had then said, it is important for the company to build a “partnership” with the agency of choice” and for the agency to have the best talent, with an ability collaborate with Mars and its ‘crazy’ agencies,” he added.