Food and Drink -Mars looks at other ways to stay relevant.
Keen to stay relevant by re-imagining its long-running ‘Light Side of Life’ campaign from lockdown, Mars' Maltesers is working on a week-by-week basis with its ad agency AMV BBDO as long-term planning continues to be scuppered by the pandemic.
“My ultimate aim is to get our brands into culture,” insists Kerry Cavanaugh, business unit director UK Mars Wrigley, “it’s not just about reach. For us, it’s a question of how do we appear relevant and how do we react appropriately.”
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