Magazine article Marketing

Mars' Slogan Change Fends off Health Lobby

Magazine article Marketing

Mars' Slogan Change Fends off Health Lobby

Article excerpt

Mars' slogan change fends off health lobby

Mars is to abandon the powerful "work, rest and play" slogan in Canada as health lobbyists campaign worldwide to outlaw generalised health claims.

The Canadian version, "A Mars a day, at work, rest and play" is being switched to "Mars Bar - together we can make a better day". The UK endline, which has been steeped in controversy, is the similar "A Mars a day helps you work, rest and play."

In the past, the secretive Mars has been well known for standardising marketing globally. It changed Marathon to Snickers in 1989 and its Pedigree Petfoods brands were also brought into line globally.

The Canadian move comes as the campaign by UK health lobbyists to get generalised health claims for food banned gathers pace.

Earlier this year, pressure group Action and Information on Sugars (AIS) complained to TV watchdog the Independent Television Commission (ITC) about a range of chocolate and soft drink brands.

Ads for the Mars Bar and stablemate Milky Way were accused - alongside Nestle's Milky Bar and SmithKline Beecham's Ribena - of defying clauses in a new ITC code published last December. …

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