Mars Wrigley is a company proud of its legacy. Many of its brands, such as Mars, Snickers and M&M’s, are synonymous with the confectionery category, and have been enjoyed by consumers since the 1940s. However, the business is on a mission to modernise all aspects of its marketing to help it keep pace with consumers.
In order to do this, chief brand officer Rankin Carroll has been reshaping the organisation’s global branding and content, the overarching aim of which is to get closer to customers.
“Less than 10 years ago, brands like ours were being built using very traditional legacy methods: big reach, big campaigns, not a great deal of experimentation,” he tells Marketing Week.