Mars is set to launch the Maltesers Bunny

Marketing Week

Mars is launching a limited edition “rabbit-shaped Malteser” for Easter. It is understood to be the first time it has extended beyond the brand’s core bite-sized range. The Maltesers Bunny, which sources say is about three inches high, will be filled with honeycombe pieces and cream. It will be a single-serve treat, positioned against the […]

Wrigley cuts gum to get ‘back to basics’

Marketing Week

The Wrigley Company is understood to be scaling back the number of variants in its chewing gum range in a bid to “get back to basics”. The move comes as rival brand Cadbury-owned Trident also looks to consolidate its portfolio of products. It is thought that Wrigley is planning to drop a number of fruit […]

Mars shelves 2008 Fling launch after stock fears

Marketing Week

Mars has pulled its only major new product development for 2008, Mars Fling, over concerns that it could not produce enough stock for the launch. The launch of Mars Fling, which has already been test marketed in Australia, was originally planned for the first quarter of this year (MW November 29) but was put back […]

Mars launches first MySpace radio show

Marketing Week

Mars Planets, the confectionary brand, is launching the first radio show on MySpace. The weekly show, which will be presented by Alex Zane, will air on June 12. MySpace Mars Planets Radio will also invite a MySpace user to co-present the show with Zane and each week listeners will vote on whether they should stay […]

Mars deal is start of consolidation season

Marketing Week

One way of looking at the Mars/Wrigley deal is that it is a back-handed compliment to Cadbury’s strategy under the leadership of Todd Stitzer. Cadbury has had the wit to play to its strength and minimise its weakness. Its weakness is its struggling soft drinks business which it had hoped to sell, but which it […]

Real Facebook shop in virtual world breathes life into Mars

Marketing Week

Mars is taking the groundbreaking step of selling real products on Facebook (MW last week). But, after the recent backlash against the site’s advertising platform Beacon, brands must tread carefully when trying to engage with consumers through social networks, warn industry experts. The Mars Celebrate application allows Facebook users to send actual gifts rather than […]

Facebook launches Mars products shopping service

Marketing Week

Packaged goods giant Mars will become the first advertiser to sell actual products on Facebook, a move aimed at building the commercial credentials of the social network. The deal follows the recent backlash around the launch of Facebook’s Beacon, an advertising platform that allowed brands to pump ads without user consent. Facebook was forced to […]

Mars and Cadbury get into twist with latest launches

Marketing Week

Mars UK is gearing up for the launch of a product that contains three flavours in one sweet. Starburst Twisted is due to be launched later this spring. The launch could cause problems with rival confectionery giant Cadbury, which is due to launch a new chocolate bar called Creme Egg Twisted after Easter (MW January […]

Mars to add smoothies to Starburst sweet range

Marketing Week

Mars UK is extending its Starburst sweets brand into fruit smoothies. It is understood that the new range is set to launch with a significant marketing spend, early next year. The new product is thought to be a 100% pure fruit smoothie that will target young adults and children, with similar flavours to the fruit […]

Mars to unwrap two stick Fling bar aimed at women

Marketing Week

Mars UK is understood to be gearing up for a major assault on the chocolate market next year with the launch of a new Mars variant. It is thought that a new brand called Mars Fling is currently being tested in Australia and will be introduced early next year. The launch is a “two stick” […]