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PeopleTranscript
00:00Across its over 100-year history,
00:02Mars has had no shortage of iconic brands.
00:05What do you and your teams approach how to best stand out,
00:09break through to audiences?
00:10What does that mean visually,
00:12message-wise, and strategically?
00:14Well, Mars' history is full of firsts.
00:18Think about Milky Way,
00:19the first ever filled bar,
00:21and we just celebrated its 100 years anniversary actually,
00:25or leading the way in pet genetics,
00:28or sending the first ever candy to space.
00:30So the innovation is always having people,
00:36pets, the pet parents, and the planet at the heart,
00:40and making sure that we innovate
00:42on products and experiences.
00:44Winning brands today does not define themselves
00:47with products only, but for what they stand for.
00:51They create two-way engagements.
00:53They invite their fans and communities
00:56to co-create with them,
00:58providing experiences that have no dead ends,
01:02and with that, they create personalization at scale.
01:05This is how we think the winning brands
01:08of today and tomorrow will build icons.
01:12One of the most recent examples
01:14is our most recent campaign with Snickers in Europe.
01:18José Mourinho is one of the important coaches
01:23of soccer in Europe,
01:25and Snickers is renowned for its iconic campaign,
01:29You're Not You When You're Hungry,
01:31poking fun at making mistakes
01:34and bantering around the mistakes
01:38that you do when you're hungry.
01:39So we invited the fans and communities
01:43with the backdrop of the European Soccer Championship
01:47to use a generative AI-enabled version of José Mourinho
01:52to banter with their friends
01:54on their hungry rookie mistakes.
01:57And that's the sort of fan co-creation
02:00and personalization at scale
02:01we think will become the norm in the future.