Magazine article Marketing

The Dog Days of Mars

Magazine article Marketing

The Dog Days of Mars

Article excerpt

THE DOG DAYS OF MARS

Mars retains its stranglehold on the big spending pet food brands advertised across western Europe.

The US confectionery and pet food giant owns eight of the ten most heavily backed pet food brands on TV across six countries.

Cat food Whiskas, available in all six countries, holds on to its lead position, spending only marginally less than in the first half of the year - $18.47m compared with $18.89m in the first half of 1990.

Sister brand Pedigree romps in with second place again. But both products have seen their share of total spend eroded. Whereas in January to June Whiskas commanded more than a fifth of overall outlay, in the past six months this declined to 19%. Similarly, Pedigree's slice dropped from 18% to just 13%.

All Mars' brands have a lower share of spend than in the first half except Kitekat which rises from 2.5% to 6.75%, with spend up from $2.3m to $6.6m. The 50-year-old brand has been heavily backed in recent months and has seen several product launches. …

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