Mars Offers Sweet Relief

Hackettstown, N.J. -- With talk of bailouts and economic relief dominating the news and conversation, Mars Snackfood U.S. leveraged what's top of mind and incorporated it into its latest promotion. Called the "Mars Real Chocolate Relief Act," the company is giving millions of Americans free samples of its most popular chocolate brands, plus product discounts and coupons.By next month, the company estimates it will have sampled as many as 7 million full-sized packages of M&M's, Snickers, Milky Way, Twix, Dove and 3 Musketeers, many of those during the program's Free Chocolate Fridays, the cornerstone of the campaign. Every week the company is giving away up to a quarter of a million packages online via full-value coupons.Ryan Bowling, manager, integrated marketing communications, says the program was created to break through and resonate with consumers while playing with the type of language and idiom everyone is hearing. "Plus, this platform pointedly promotes what we're trying to do, namely give Americans a bit of everyday relief in the form of real chocolate."The program highlights the Free Chocolate Fridays, but Bowling says since it is such an integrated campaign, Mars is tracking overall sales throughout the length of the program, not just on Fridays. In addition, there are a number of metrics in place to measure the campaign's success, including overall ROI for programming, consumer response to the campaign, awareness, message delivery and online engagement."This was a huge undertaking," Bowling says. No specific research was cited leading up to the campaign; he says the company simply created what it felt was an "of-the-moment" campaign and message, "given the environment and tone of the conversations across the country, both among media and consumers. We also felt that the time was right for a campaign with an optimistic, cheer-spreading tone."Displays and shippers communicate the program to its typical target consumers aged 12 and older, featuring the Real Chocolate Relief Act insignia and information on Free Chocolate Fridays. Buy-one, get-one-free instant redeemable coupons, bonus bags and scan down programs are also included."We wanted to reach consumers at the point-of-purchase with additional incentives," says Bowling. All in-store elements were designed by TJ Paul, Rydal, Pa., and produced by Packaging Corp. of America, Lake Forest, Ill.The fully integrated trade and consumer marketing campaign began on May 7 and included an ad and coupon in USA Today, sampling events at three M&M's World locations, and interviews and appearances by the program's spokesperson, Neil Patrick Harris. Digital advertising, a national FSI, ongoing PR outreach and social media efforts also support the program.

Mars Offers Sweet Relief

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