- Mars announced not only is it updating its branding across all sectors, but it is adding a statement of purpose to packaging to promote brand transparency, according to Confectionery News. The new mission statement is "Tomorrow Starts Today," a shorter version of the vision at the top of the company's Twitter page: "The world we want tomorrow starts with how we do business today," according to MediaPost.
- Like many CPG brands, Mars has taken stands on many politically polarizing issues and has vowed to make the world a better place through things like reducing greenhouse gas emissions and improving wages for farmers. Company officials said they hope the new packaging reflects that ethos.
- “We have so much pride on 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,” Andrew Clarke, global president of Mars Wrigley Confectionery, told the trade journal. “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.”
This announcement from Mars is big news from the privately held company. As a confectioner that is generally mum when it comes to big announcements, this package change speaks volumes about the company to consumers.
Although Mars has committed to reducing greenhouse gas emissions by more than a quarter in the next six years and supporting women in the Côte d’Ivoire where most of the world’s cocoa is produced, until now the brand has not released a succinct statement that encapsulates its mission for the customer — something younger consumers are very interested in knowing.
The move comes at a time when more manufacturers are finding success by incorporating philanthropy into their work, which appeals to younger generations who want brands to embrace the same causes that matter to them. Last week at Natural Products Expo West, Mars announced the launch of a business accelerator program to boost food-focused startups in the United States and Australia that embody the company’s values of world flavors, plant-based eating, easy meal solutions, responsible food and creating with care. Releasing the new branding on the heels of this announcement shows Mars is doubling down on doing good as a strategy to market itself as a better-for-the-world brand, rather than just marketing individual products.
Beyond transparency efforts, packaging on individual products matters. Label overhauls also are often an effective way to increase sales. Nutella used algoritims to create a limited-edition of collectible jars in a variety of eye-catching colors, shapes and patterns, including zig-zags, polka dots and splotches. The 7 million different package designs sold out within a month.
Taking a stand and expressing its mission to the public on every package is probably wise for the 108-year-old company. As the world changes, Mars wants to show it can keep pace with consumer trends and expectations. Perhaps that’s why their tagline shows that they’re game for change: “The world we want tomorrow starts with how we do business today.”