Beyond Super: How Mars markets Snickers

Geoffrey Precourt

This article outlines how Snickers, the candy brand owned by Mars Inc., has built a diversified marketing presence to engage consumers.

Beyond Super: How Mars markets Snickers

Geoffrey PrecourtWarc

Even as Tom Brady and the New England Patriots stared at a 28-3 deficit with less than 25 minutes left to play, Allison Miazga-Bedrick may have been the most nervous player in the 2017 Super Bowl.

The North American Marketing Director for Mars' Chocolate Filled Bar Brands Portfolio ducked, cringed, and twitched as the clock ticked down to the moment when Snickers became the first "live" advertiser in marketing's most visible showcase.

"Several years ago," Miazga-Bedrick recalled, "we started putting money aside and said, 'We're not going to touch this; we're...

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