SUBSCRIBE

Breaking News on Confectionery & Biscuit Processing

Read more breaking news

 

 

Mars cleared by ad watchdog in Twitter marketing ploy

By Oliver Nieburg , 07-Mar-2012
Last updated on 07-Mar-2012 at 16:21 GMT2012-03-07T16:21:15Z

Katie Price (Jordan) Source: Twitter
Katie Price (Jordan) Source: Twitter

The Uk’s Advertsiting Standards Authority (ASA) said Mars did not breach marketing regulations in its Snickers twitter campaign featuring footballer Rio Ferdinand and glamour model Katie Price.

Mars paid Price (also known as Jordan) and Ferdinand to promote Snickers on Twitter as part of its "You're not you when you're hungry" campaign.

The two celebs each made four ‘out of character’ tweets followed by a final tweet that included a picture of them holding a Snickers bar.

Ferdinand’s first four tweets spoke about the joys of knitting, while Price tweeted about the global economy and large scale quantitative easing.

The final tweets included the hash tag #spon, short for sponsored, which indicated the tweets were a marketing communication.

Man Utd and England footballer Rio Ferdinand

The first four tweets included no #spon tag and the ASA was called to assess whether the entire package was in breach of the CAP Code on advertising practices.

The ASA ruled that each tweet in the series formed part of an orchestrated marketing campaign.

“We noted the first four tweets in each series served as ‘teasers’, which, due to their nature, were likely to generate additional interest in the celebrities’ postings, ”it said in its decision.

“We considered it was acceptable that the first four tweets were not individually labelled as being part of the overall marketing communications. We therefore concluded that the ads did not breach the Code,” it concluded. 

Similar tweets appeared on the social media platform from boxer Amir Khan, ex-cricketer Ian Botham and X-factor contestant Cher Lloyd.

Jordan's tweets

Rio's tweets

Key Industry Events

 

Access all events listing

Our events, Events from partners...

On demand Supplier Webinars

Your future starts at Cargill's T for Trends
Cargill Cocoa & Chocolate
All supplier webinars