Branding

Mars modernizes logos and adds mission statement to connect with consumers

14-Mar-2019 - Last updated on 14-Mar-2019 at 09:38 GMT

In addition to its growing pet food business, Mars has committed to transparency in its confectionery supply chain. Pic: Getty Images / Alexander Ryumin

The confectioner’s new look connects with contemporary ideals and styles, while giving the corporate banner a unified brand to promote transparency.

The statement of purpose – a first for the privately held company – shows “the outside world how we’ve been doing business,” Andrew Clarke, global president of Mars Wrigley Confectionery, told ConfectioneryNews.

“We have come to a clear articulation of our Purpose—that the world we want tomorrow starts with how we do business today,” he said.

“It’s our inspiration for pushing boundaries and challenging ourselves to transform the way we do business every day,” he added, noting the ‘bold, progressive’ optimism the new brand identity represents.

In its second century of business, the confectionery company has diversified further into food and, notably, pet food. Each sector received an accent color: confectionery is yellow and represents optimism, while food is green for sustainability. The dominant blue color of the Mars name in each case symbolizes the company’s heritage.

Mars previously promoted its individual brands and services, said Clarke – think Snickers, Skittles, Orbit – but the modern, digital age coerced a fresh approach.

“A corporate brand is more important than ever – for consumers, our partners and current and potential associates to explain, define and unite our reason for operating,” he said.

This ‘unifying thread’ is “more about establishing connectivity and fluidity between our segments.”

What does that mean for confectionery?

Like fellow confectioners and CPG houses with a global presence, Mars has ‘taken a stand’ on issues ranging from oral healthcare and education to honoring PRIDE celebrations in LGBTQ communities.

“We have so much pride in our confectionery heritage, more than 100 years of bringing some of the world’s most iconic brands to more than 180 countries around the globe,” said Clarke. “Our purpose enables us to speak up on the issues that matter most, and share the stories behind the brands that our consumers know and love.”

To support women in the Côte d'Ivoire with a savings and loan program, for instance, Dove partnered with Care, a nonprofit combating hunger and poverty. (In the world’s largest cocoa producing nation, women comprise 40% of the industry’s workforce, board member Victoria Mars told Cheddar in a video interview on International Women’s Day.)

Launched in September, the company’s Cocoa for Generations model goes a step further, vowing to increase farmer income, protect children and preserve forests. A $1bn investment over 10 years will ensure responsible sourcing of Mars’ entire cocoa supply by 2025.

“The belief that better moments make the world smile is a fundamental truth for our category and for how we can impact people’s lives,” added Clarke.

Coming Soon: Sustainability & Transparency

The ‘bold, progressive and modern’ approach in the new visual identity hopes to mirror the sustainability goals Mars has laid out recently – for confectionery as well as its food and pet food sectors.

“To be successful in the long-term, businesses needs to stand for more,” said Clarke.

Addressing climate change head-on is one goal: Mars is striving to reduce GHG emissions across its supply chain by more than a quarter in the next six years and by two-thirds by 2050.

Another focuses on the 1m people throughout their supply chain.