Marketing Communications

414 CHAPTER 12 BRAND ACTIVATION

Launch and communications support of

the differentiated weight bars

To launch the Perfect Size concept, Mars Belgium went

for an integrated communications approach. Firstly, timing

was important to avoid having communications without

products, or having the new products without any accom-

panying communications. In less than three weeks, the

new Perfect Size products were transferred from Mars

Belgium’s warehouse through the retail warehouse to

the points-of-sale, and all old products were replaced

with new ones. Secondly, the concept was explained to the

retail partners. Account managers explained the consumer

insights and indicated why this new concept showed a

better fit with contemporary consumer needs. They also

mentioned the positive response that the concept had

received in qualitative research. Further, they stressed what

the new concept would mean for the distributor in terms of

activation of the category and in terms of how the shelves

should look. Mars Belgium, for example, advised the dis-

tributors to reorder their chocolate products according to

consumption moment.

Thirdly, the launch of the Perfect Size concept and the

new planogram was accompanied by wobblers to attract

consumers’ attention to the new package formats. Both

the pack and the wobbler looked like a promotion offer

(red with white font), which underscored the value-for-

money aspect of the multipacks. Fourthly, three months

later a big bang was created with: (1) massive TV advertis-

ing and outdoor support; (2) sales activation by means of

the distribution of free coupons door-to-door to 2 million

Belgian households (i.e. about 50% coverage of the Belgian

population) and free coupons on the shelves offering a

discount of 50 cents on a family pack; and (3) maximum

in-store visibility by having large branded displays, explan-

atory leaflets, in-store tasting and an in-store event by

means of which each store could elect a ‘winner’. Sales

promotions performed a crucial role in the campaign. It

was the communications tool that best covered the total

target group. Not only did the sales promotions reach

shoppers in the store, but they also reached most of the

Belgian households at home. One in two households

received a separate coupon. Moreover, the sales promo-

tions made it possible to be listed in the retailers’ promo

pages, by means of which a large part of the remaining

households could be reached.

Source : NV Mars Belgium SA.

Table 12.6 Every bar has its own moment

Bar moments Energy Break, pleasure Indulgence Social Sharing

Buy where? Out-of-home Retail Retail Retail

Eat where? Out-of-home Out-of-home

or In home

In home In home

Eat when? Buy now,

eat now

Buy now,

eat later

Buy now,

eat later

Buy now,

eat later

Offer Single Multis Minis Miniatures

Example

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