Mars Chocolate's Berta de Pablos-Barbier: Connecting to culture is key for brands

The VP of marketing at Mars Chocolate North America speaks first-hand about understanding the customers of one of the world's favorite brands.

"When you are the number one chocolate brand in the world, everything you do is going to be looked at," said Berta de Pablos-Barbier at the 2016 PRWeek Conference. "So we have to be careful and there is a lot of risk involved, because if you get it wrong, you get it wrong big time and it is very visible." 

PRWeek senior reporter Diana Bradley caught up with Pablos-Barbier following her presentation at the conference to discuss how M&M's incorporates influencers, the brand's initial reluctance to celebrate its 75th anniversary, and why connecting to consumer culture matters for marketers.

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