Getting the right message across - the re-launch of Mars
A Masterfoods case study

Page 10: Conclusion

Re-launching a superbrand like Mars bar is expensive, involving changing production processes, and technologies, packaging methods and communication. This requires detailed planning throughout. However, all of this proves to be money well spent when the net effect is to re-position the product appropriately as 'Pleasure you can't measure - an every day treat for everyone'.

The substantial media coverage in trade, marketing and consumer titles over an extended period of time reached a huge audience who quickly 'got the message'. For every £ spent on public relations, Mars benefited from over £10 worth of equivalent advertising coverage. That has to be seen as a success.

Mars¨ is a registered trademark of Mars UK Limited.

Masterfoods | Getting the right message across - the re-launch of Mars


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