Mars makes a protein-packed New Year's resolution

27 November 2017

Mars Chocolate UK has this week announced a new lifestyle activation set to hit shops in the New Year incorporating the company’s latest product innovations.

The new activation promotes new wave of consumers lifestyle products in-store, at home, across digital and out-of-home (OOH)

New Year, New Choices will offer consumers the latest in a wave of new lifestyle products like Goodness Knows, Mars’ first new brand in 20 years which launched this summer, and Mars and Snickers protein bars.

Mars claims that as people’s lives are becoming busier, these lifestyle products offer a new type of snack – something that is convenient, in more flexible formats without compromising on the quality of ingredients, as well as ‘matching the values consumers live by’ (10% of all Goodness Knows sales profits to the ‘goodnessKNOWS Fund’, set up with the ambition to provide funding for community projects and local initiatives all over the country).

GoodnessKnows is backed by a media investment of over £4.6 million and will be on air for over 26 weeks in its first year, meaning it will be front of mind for consumers when they go into store.

Mars Chocolate UK is also supporting Mars and Snickers protein bars with 'significant media investment' next year – the latter will be on TV for 16 weeks and both brands will be supported all year around on digital media.

Mars has also signed an exclusive partnership with GiveMeSport to promote the on the GMS website. This partnership will include the creation of exclusive video content to help users improve their workout exercise and have an active lifestyle.

Lauren George, brand and trade PR manager – Mars Chocolate UK & Wrigley UK, said: “Consumers are increasingly snacking on the go and the category is now worth £5bn and is the third biggest shopping mission in store.

New Year, New Choices taps into this opportunity, providing retailers with the means to ensure lifestyle products are merchandised effectively in-store at all touchpoints throughout consumers’ shopping journey, as well as across TV, digital and OOH advertising.”