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Anticipating further strong growth in ice cream sales this year, Mars is looking to build upon its successful 2008 strategy - which saw its impulse range grow by more than 10 per cent - by promoting its core range of bestsellers.
With plans for a £1m ice cream-specific marketing campaign that includes a new national advertising campaign, the company will be implementing a strategy of 'fewer, bigger, better', taking the view that having a strong range of best sellers is important to maximising retail performance.
This year, Mars will focus on its Mars, Snickers, Galaxy, Maltesers and Bounty brands, building on its expertise in reinventing popular confectionary brands as quality ice cream, with both Mars and Snickers benefiting from their own summer national advertising campaigns as the company's leading 'hero' brands.
Developments will see the appearance of a new Galaxy pack design and the introduction of a new Galaxy Caramel Craving multi-pack of five, whilst - in a recession busting move - the Mars, Snickers and Maltesers six pack multi-packs will carry a 'just £2' price flash.
Starburst smoothies will be available as the company's refreshment option, offering the two fruity Berry Blast and Exotic Fruits flavours.
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Katy Bowman
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