Brands are currently navigating a volatile market where a lot of tough decisions must be made at record speed.
Mars Wrigley, like most businesses, has been forced to adapt as a result of the pandemic, with the brand's top European marketer admitting it was like being a beginner once more - despite being a 20-year veteran of the company - as there were so many unknowns.
Matt Graham, the brand's marketing vice-president for Europe, Turkey and the Commonwealth of Independent States, says Mars Wrigley had to adopt a “test and learn” approach to gain “progress over perfection”.
He says the pandemic caused a “huge shock” to the confectionery sector, which was impacted due to the drop in retail footfall. But in the chaos, there were lessons the company was forced to learn, which enabled it to look at “different ways of developing campaigns".