Confectionery giant Mars is resurrecting its iconic “Work, Rest and Play” strapline ten years after it was scrapped. The updated version – “Work. Rest. Play Longer” – is understood to be part of a campaign to position Mars as a brand that aids exercise.
The new strapline has been introduced to support its Mars Refuel drink, but is expected to be rolled out across its portfolio if it proves successful with consumers.
The campaign follows research carried out by Northumbria University that was co-funded by Mars Consumer Drinks and Runner’s World Magazine, which found that Mars Drink increased exercise recovery rate by 50%. It also found that cyclists who drank Mars Drink were able to exercise for up to 50% longer.
The Work, Rest and Play slogan was dropped in 1997 after 37 years as part of a rethink of the chocolate bar’s positioning. It has launched a series of replacement lines such as “Must be Mars” and “Pleasure you can’t measure”, but it has failed to match the impact of the original line.
Mars’ decision to return to its old advertising line comes just weeks after Cadbury announced plans to reintroduce its Wispa bar to tap into consumer nostalgia for old brands and advertising (MW June 21). Although Mars claims it has maintained sales and that its core Mars Bar value sales increased by 30% last year, the “self-eat” category has struggled in recent years, hit by concerns of obesity and a lack of innovation.
Mars launched several new products into the sector, including Mars Delight, Mars Planets and Galaxy Mistletoe Kisses, which are due to be launched this Christmas.