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Mars has rebranded as it tries to step away from the company’s roots in confectionary and better reflect its broader business footprint with brands including Uncle Ben’s, Whiskas, Dolmio, Wrigley and wellness brand CocoaVia.
The move also makes apparent Mars’ willingness to lean into “purpose marketing” with it claiming it will use its 115,000 associates to “make a difference”.
Reflecting the diversity of its products, Mars will now be organised across Mars Food, Mars Petcare and Mars Wrigley Confectionary, tying into the new identity.
Founded in 1911 in Illinois, Mars is now one of the largest privately-owned companies in the US and commands a powerful marketing budget to push its many brands globally.
The holding company looks to have embraced purpose, more in line with fellow Unilever and P&G with the mission statement: “The world we want tomorrow starts with how we do business today.”
It explains the reasoning behind the change and shows off some of its new assets in the below Twitter post.
With 115,000 Associates pushing in the same direction, it’s amazing the difference a day can make. Every day, we’re taking action for the world we want tomorrow. #TomorrowStartsToday pic.twitter.com/aelxgAmBFY
— Mars, Incorporated (@MarsGlobal) March 12, 2019