Magazine article Marketing

Mars Makes M&M's Come Up a Treet

Magazine article Marketing

Mars Makes M&M's Come Up a Treet

Article excerpt


Mars makes M&M's come up a Treet

Confectionery giant Mars is reviving its Treets Selection brand name in an effort to win back the consumers it lost when the name was dropped in 1987.

The bagged chocolate sweet was scrapped in favour of M&M's four years ago. Now it will return, backed by a massive TV advertising campaign. Mars spokeswoman Britta Petersen says the name change "may have been a mistake we do not intend to repeat."

M&M's had previously been unknown in Germany (and in the UK where it was launched at the same time). Although it is the world's biggest selling confectionery brand it was not featured prominently enough in advertising to overcome the consumer resistance.

Now called M&M's Treets' Selection, the product itself has also been changed. The original brand was called Treets. The M&M's product has now been scrapped.

But Mars is still pursuing its policy of global brands. …

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