A Mars a day makes you as frisky as a spring lamb appears to be the
new message of Britain’s third most favourite chocolate bar (recently
pushed down the league table by Cadbury’s Fuse bar).
National press coverage of the change of direction by Mars, intended to
give the bar a softer, less rugged image, achieved a cumulative total of
9.6 million impressions (potential readers) - roughly equivalent to News
at Ten on a good night and probably a lot cheaper to attain.
In terms of press interest in yet another new advertising campaign of
support of a multi-million relaunch, Mars did well, but was nowhere in
the same league as Pepsi Blue - but then they did not go to the lengths
of turning Concorde into a giant flying Mars bar or spraypainting Zoe
Ball as a Mars wrapper.
The original slogan, which will still appear on the wrapper, was coined
in 1959 by the voice of motor sport Murray Walker - and not a lot of
people know that.
Evaluation and analysis by Carma International.
Cuttings supplied by The Broadcast Monitoring Company. ’What The Papers
Say’ can also be found at: http//www.carma.com/carma.