Mars Brands Recognized for Brand Building Innovation in 2010
Mars Brands Sweep 7 of 10 Best Liked Commercials of 2010; M&M’S® Pretzel Ranks Among Most Memorable Product Launches of 2010
McLean, VA – Mars brands were top of mind with consumers in 2010, according to recent reports from Forbes and Nielsen.
In the December 3 issue of Forbes Magazine Mars’ latest addition to its M&M’S® line-up—M&M’S® Pretzel—was recognized as the third most memorable product launch of 2010 behind only Apple’s iPad (#1) and Microsoft’s Windows 7 (#2). The ranking was based on a survey of 1,000 consumers conducted by Boston-based public relations and marketing communications firm Schneider Associates, along with research partners SymphonyIRI Group and Sentient Decision Science. M&M’S® Pretzel was recognized for its simple, but sweet idea: “The confectionary giant’s Pretzel M&M’S® satisfied frugal consumers’ indulgence for affordable sweet treats. The product is essentially a pretzel inside an M&M®, which proves that sometimes the best ideas can be quite simple.”
In another listing of “bests” for 2010, Nielsen awarded seven of the top 10 best liked commercial spots of 2010 to Mars brands. Nielsen’s list focused on new broadcast advertising executions that ran in prime time between January 1 and November 28, 2010. The ranking was based on a “likeability score” given by TV viewers of 13 years and above. The top ten TV spots included:
#1 SNICKERS® “Game” commercial, 30-second
Based on the notion that “you’re not you when you’re hungry,” the SNICKERS® commercial features 88-year old actress Betty White.
#2 SNICKERS® “Game” commercial, 15-second version
#4 M&M’S® “Cupboard” commercial, 30-second
M&M’S® Brand Spokescandies fight back when a husband attempts to get a snack for his wife from the cupboard.
#6 SNICKERS® “Road Trip”
Also based on the concept that “you’re not you when you’re hungry,” this SNICKERS® ad features divas Aretha Franklin and Liza Minelli.
#8 M&M’S® “Vote” ad
M&M’S® Spokescandies campaign to be chosen as consumers’ favorite M&M’S® Spokescandy.
#9 STARBURST® “Contradictions” ad
A Korean Scottish man discusses how a screaming mime is a contradiction, much like a solid, but juicy candy.
#10 M&M’S® “Cupboard” commercial, 15-second version
About Mars, Incorporated
In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars’ first roots as a confectionery company. In the 1920’s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of building a business based on the philosophy of a “mutuality of benefits” for all stakeholders – this vision serves as the foundation of the Mars, Incorporated we are today. Based in McLean, Virginia, Mars has net sales of more than $30 billion, six business segments including Chocolate, Petcare, Food, Gum & Confections, and Symbioscience, and more than 65,000 Associates worldwide that are putting our Mars Principles in action to make a difference for people and the planet through our performance.
Mars brands include: Chocolate – M&M’S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Petcare – PEDIGREE®, WHISKAS®, SHEBA®, CESAR® and ROYAL CANIN®; Wrigley – ORBIT®, EXTRA®, STARBURST®, DOUBLEMINT® and SKITTLES®; Food – UNCLE BEN’S®, DOLMIO®, EBLY®, MASTERFOODS® and SEEDS OF CHANGE®; Drinks – KLIX® and FLAVIA®; Symbioscience –SERAMIS® and CIRKU™.
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