Not taking M&Ms for granted

Mars Australia decided to exit the seasonal and fundraising segments of the confectionary market, and to instead concentrate on growing M&M's core range - specifically, medium-sized bags.

Not taking M&Ms for granted

Agency Clemenger BBDO Proximity MelbourneAdvertiser Mars ChocolateAuthor Ricci MeldrumTotal Campaign Expenditure $1 - 2 million

Having peaked in 2006, M&M's gross sales value (GSV) fell short of this peak in 2007 and again in 2008.

With Mars Australia making the decision to exit the seasonal and fundraising segments of the confectionery market (which represented 14.6% of M&M's total GSV at its 2006 peak), the challenge in 2009 was to grow M&M's core range, in particular, medium bags which represented nearly 50% of total brand GSV.


Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands