As century-old CPG giant Mars works to maintain its dominance in the shopping carts of today’s consumers, it’s found that what’s old can be new again—with a little help.
Mars was created in 1911, and bought the Wm. Wrigley Jr. Company, founded in 1891, for $23 billion in 2008. The company now encompasses candy brands like M&Ms, Snickers, Twix, and Skittles, as well as chewing gum brands like Orbit, Extra, and Eclipse. Mars’s strength comes largely from those household brand names, its chief brand officer, Rankin Carroll, told Retail Brew; however, when it comes to marketing to consumers, the company has had to “change almost every aspect of how we work.”
Carroll joined Mars in 2002, eventually rising in the ranks to hold positions including president of its global candy and chocolate business units, before eventually overseeing its global branding and content starting in 2020. During this time, the company has worked to keep up with changing technology to keep these iconic brands relevant.
“Transformation is never going to stop,” he said. “That’s the conclusion we’ve come to in the last 10 years, probably, is that the pace of innovation is endless, and it’s only going to accelerate.”
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