Mars Announces a New Brand Identity for Its Gums and Mints Brands
Kanesa David — January 29, 2024 — Marketing
References: can.mars & talkingretail
Mars embarks on a monumental transformation, marking the most significant overhaul in over a century for its iconic brands: Orbit, Extra, Freedent, and Yida. Uniting all of the brands under a global platform called "Chew Good," this initiative redefines these brands from occasional freshening fixes to everyday chewing companions.
The 'Chew Good' campaign encompasses diverse brand activations tailored to local markets, streaming radio assets, an innovative AR Snapchat lens, and an extensive suite of social content.
“Gum has always been this thing we chew to be outwardly more confident or attractive to others. But it gets really interesting when you think about what gum can do for you inwardly, especially considering the totally bonkers world we’re living in," said Josh Gross, Chief Creative Officer, Energy BBDO.
Image Credit: Mars
The 'Chew Good' campaign encompasses diverse brand activations tailored to local markets, streaming radio assets, an innovative AR Snapchat lens, and an extensive suite of social content.
“Gum has always been this thing we chew to be outwardly more confident or attractive to others. But it gets really interesting when you think about what gum can do for you inwardly, especially considering the totally bonkers world we’re living in," said Josh Gross, Chief Creative Officer, Energy BBDO.
Image Credit: Mars
Trend Themes
1. Revamped Freshness Platforms - Mars undergoes a monumental transformation, redefining its iconic gum and mints brands as everyday chewing companions.
2. Global Brand Activation - Mars introduces diverse brand activations tailored to local markets, providing unique experiences for consumers worldwide.
3. Innovative Marketing Strategies - Mars utilizes streaming radio assets, AR Snapchat lens, and extensive social content to engage with consumers in new and exciting ways.
Industry Implications
1. Consumer Goods - Mars disrupts the consumer goods industry with a comprehensive rebranding initiative for its gum and mints brands.
2. Food and Beverage - The revamped freshness platforms by Mars create new opportunities in the food and beverage industry, reshaping how chewing companions are perceived.
3. Marketing and Advertising - Mars' innovative marketing strategies pave the way for disruptive innovation in the marketing and advertising industry, setting new standards for engaging consumers.
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