NEW YEAR, NEW CHOICES FROM MARS CHOCOLATE UK
Mars Chocolate UK’s new activation promotes new wave of consumers lifestyle products in-store, at home, across digital and OOH
Mars Chocolate UK has announced a new lifestyle activation set to hit shops in the New Year incorporating the company’s latest product innovations.
‘New Year, New Choices’ will offer consumers the latest in a wave of new lifestyle products like goodnessKNOWS®, Mars Chocolate UK’s first new brand in twenty years which launched this summer, and the MARS® and SNICKERS® protein bars.
As people’s lives are becoming busier, these lifestyle products offer a new type of snack – something that is convenient, in more flexible formats without compromising on the quality of ingredients, as well as matching the values consumers live by. Coming in four snackable squares crammed with fruit, whole nuts and dipped in dark chocolate, goodnessKNOWS® is a tasty, high-quality and shareable treat that can be eaten all at once, or broken up through the day.
Alongside the best quality ingredients,goodnessKNOWS® has big ambitions to make a difference and spread a bit of goodness through the world. That’s why Mars Chocolate UK has pledged 10% of all goodnessKNOWS® sales profits to the ‘goodnessKNOWS® Fund’, set up with the ambition to provide funding for community projects and local initiatives all over the country.
goodnessKNOWS® is backed by a media investment of over £4.6 million and will be on air for over 26 weeks in its first year, meaning it will be front of mind for consumers when they go into store.
Protein bars are another type of lifestyle product that is becoming increasingly popular as people’s lives become busier, and is already worth £34m in the UK and growing. This growth is being driven by more permissible confectionery propositions and the MARS® and SNICKERS®protein bars are a great option for retailers as well as consumers, as they are driving a strong rate of sale.
LikegoodnessKNOWS®,Mars Chocolate UK is supportingMARS® and SNICKERS® with significant media investment next year. SNICKERS® will be on TV for 16 weeks and both brands will be supported all year around on digital media, meaning they’ll be one of the first brands consumers think about when they’re in-store.
Mars has also signed an exclusive partnership with GiveMeSport to promote the MARS® and SNICKERS® protein barswhich will be featured on the website. This partnership will include thecreation of exclusive video content to help users improve their workout exercise and have an active lifestyle.
Lauren George, Brand and Trade PR Manager – Mars Chocolate UK & Wrigley UK, said: “Consumers are increasingly snacking on the go and the category is now worth £5bn and is the third biggest shopping mission in store. “’New Year, New Choices’ taps into this opportunity, providing retailers with the means to ensure lifestyle products are merchandised effectively in-store at all touchpoints throughout consumers’ shopping journey, as well as across TV, digital and OOH advertising.”
 EUROMONITOR CSV, 2016
Him! CTP 2016/Nielsen FMCG Database 16th July 2016