Subject Index
 

This Company Profile provides key details and analysis of Mars / Masterfoods, including its latest activities, market position, financial performance, Brands, structure and history, together with onwa ...

This Company Profile provides key details and analysis of Mars Inc, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links t ...

This paper describes how BBDO New York helped to convince discerning, health-conscious consumers that Snickers Marathon was a nutritiously credible energy bar with the great taste of a candy bar. Su ...

This paper describes how Mars Inc launched Snickers Cruncher with a $40 million (approx £20 million in 2008) television and print campaign that was liked ‘a lot’ by 61% of 18-24 year olds. Within six ...

At the close of 2005 Mars Inc. was a business worth $18 billion (approx £9 billion in 2008). This paper describes the success between 2000 and 2005 of their most celebrated brand, M&M’s. One of the ...

Whiskas, a cat-food brand in Mars, Inc.'s Masterfoods USA division, was the world's leading cat food. Its sales performance and brand identity was inconsistent from nation to nation, h ...

Campaign to reposition Revels, a chocolate covered sweet in different flavours from Mars. TV ads built on childhood memories of the `risk’ in choosing these sweets. Budget cuts delayed the airing, so ...

Until 1998, Mars’ Twix brand was called Raider in Scandinavia due to a contractual arrangement with Kraft Jacobs Suchard. When this agreement expired, Mars introduced the brand name, Twix. It was risk ...

Campaign in 1999 by DMB&B for Maltesers (Mars Corporation). New approach to revitalise brand. TV ads emphasise playfulness associated with the brand. Sales results have been outstanding (now a £100 ...

The author discusses the concept of 'trust' as it relates to National Geographic, and describes alliances it has built via its Millennium Partners Program and the Mars/Nissan Pathfinder Program.

New product launch. Objectives: to obtain a significant share of the canned pie filling market, and reverse the trend towards a commodity market and build brand loyalty. Launch in Granada TV area Sept ...