Mars Wrigley is the combined chocolate, candy, mints and gum division of privately owned foods giant Mars Inc. The group was already a global giant in confectionery when it agreed to acquire leading worldwide chewing gum manufacturer Wm Wrigley Jr in 2008 with backing from investment company Berkshire Hathaway. Initially the two businesses of chocolate and gum were kept separate. Mars finally took full control of the Wrigley division in 2016, buying out Berkshire's shares, and the two organisations were eventually consolidated under the Mars Wrigley banner. This business is now one of two leaders in global confectionery alongside Mondelez. It houses several of the world's best-known confectionery brands including the two top-selling products overall: M&Ms and Snickers. These are supported by chocolate snacks Mars, Milky Way, Twix and Dove/Galaxy; Skittles and Starburst sugar confectionery; the Wrigley's, Extra and Orbit gum portfolio and a vast portfolio of smaller local or regional products. Wrigley is the global leader by far in gum and mints; Mars is #2 behind arch-rival Mondelez in global chocolate, and behind Hershey in the US. Andrew Clarke succeeded Martin Radvan as global president of Mars Wrigley in 2018.
Capsule checked 29th January 2019
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Recent stories from Adbrands Update:
Adbrands Daily Update 18th Nov 2020: After three years as a minority investor, Mars has acquired full control of the Kind nut bar snack range. Terms were not disclosed but the New York Times estimated a deal that valued the business at $5bn (up from $4bn when Mars first acquired shares). Kind founder and CEO Daniel Lubetzky will "retain an ongoing financial stake" according to a public statement. Annual sales of Kind bars are reported to have grown from around $1bn three years ago to $1.5bn today. The brand is now marketed in 35 countries globally.
Adbrands Daily Update 28th Jan 2020: "Yoghurt Boy". You really don't want to know how they make Skittles Dips, trust me. Skittles ads have always trodden a fine line between the comical and the truly disturbing. Here's another of those times when they slip entirely into the latter category. DDB Chicago's nightmarish vision actually slipped out last Halloween in the UK, but was almost entirely overlooked at the time. What a shame; it's actually a miniature masterpiece. We love yoghurt boy but we seriously wouldn't want him in our own house, no matter how good he tastes.
Adbrands Daily Update 14th Jan 2019: For this year's Super Bowl in two weeks' time, Mars brand Skittles is aiming to top its 2018 stunt. That, famously, was an extended commercial featuring former 'Friends' star David Schwimmer. Only thing was, it aired to an audience of just one person. Californian teenager Marco Menendez was the lucky winner of the super-exclusive ballot. Every one else had to make do with a film of him watching the film, and few oddball excerpts. This year, the candy brand will stage a specially conceived one-off theatre performance - 'Skittles Commercial: The Broadway Musical' - at the Town Hall Theater in New York. No details have been released yet, but Mars promises that at least one celebrity is involved. Buy your tickets now at Ticketmaster!
Adbrands Weekly Update 21st Jun 2018: Mars announced the retirement later this year of Martin Radavan, currently global president of Mars Wrigley confectionery. His successor will be British-born Andrew Clarke, chief marketing & customer officer.
Adbrands Weekly Update 25th Jan 2018: Ads of the Week "Skittles Super Bowl: Sandwich". It's probably fair to say that Mars-owned Skittles has so far dominated the advance buzz for Super Bowl ads as a result of its typically oddball promise to show the final spot to just one fan... whose reactions will then be watched by everyone else. Just in case that wasn't enough of a gag, agency DDB Chicago is trailing the event with four bizarre spots starring former Friends star David Schwimmer, each achieving a different level of surreality. Click through at the end for the other three. In case you were wondering, this one is the least weird.
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