Mars takes global parent brand to new heights06 Oct 2011, Posted by Blog in
Mars has become the latest food giant to focus on the parent brand in its latest round of marketing.
A new website at mars.com and new initiatives such as nutritional information are trying to position Mars as a responsible, sustainable brand manufacturer, from this month (October). Pet foods Pedigree and Whiskas, packaged rice Uncle Ben’s and a raft of chocolate brands have until now received individual marketing attention.
Mars global chief says the shift is driven by changing consumer demands that include companies demonstrating their values as well as providing quality, affordable products.
You can read more about what Mars is saying here.
Other companies, such as the global giant Nestle, have been taking this approach for several years, in Nestle’s case in Australia fronted since 2004 by netball player Liz Ellis. The parent company launched its “Good Food, Good Life” healthy lifestyle positioning that year with four different TV ads.
Speaking to B&T at the time, head of marcoms Ian Alwill described the campaign as an important milestone for Nestle. “Whilst we have heavily supported individual products through advertising, this is the first time we have developed an advertisement to raise the profile and relevance of the Nestle corporate brand,” he told the magazine.