What's Happening?
Maltesers, a 90-year-old brand under Mars, is focusing on consistency as a key strategy in navigating the volatile marketing environment. Rankin Carroll, the brand's chief, highlights the importance of
maintaining a consistent brand message, especially as marketing increasingly involves creators and digital platforms. The brand's core value of 'lightness' has been central to its identity, and Mars is adapting its media mix to include more digital and earned media, engaging with consumers through social content and co-creation. This approach aims to maintain brand relevance and foster deeper consumer connections.
Why It's Important?
In a rapidly changing marketing landscape, consistency provides a stable foundation for brands to build upon. For Maltesers, maintaining a consistent brand message helps ensure that its identity remains clear and recognizable, even as marketing channels and consumer behaviors evolve. This strategy not only supports brand loyalty but also enhances the effectiveness of marketing efforts by providing a coherent narrative that resonates with consumers. As brands face increasing competition for consumer attention, those that can maintain a consistent and engaging presence are more likely to succeed.
What's Next?
Mars is expected to continue evolving its marketing strategies, leveraging digital platforms and creator partnerships to enhance brand engagement. The company may explore new forms of media and technology to reach consumers more effectively, while maintaining its core brand values. As the marketing landscape continues to shift, Mars will likely focus on balancing innovation with consistency, ensuring that its brands remain relevant and impactful in the eyes of consumers.
