Mars' Gülen Bengi on how Mars has stood out across its 100 year history | Variety Studio presented by Canva - video Dailymotion

Watch Mars' Gülen Bengi on how Mars has stood out across its 100 year history | Variety Studio presented by Canva - Variety on Dailymotion

Transcript

00:00Across its over 100-year history,

00:02Mars has had no shortage of iconic brands.

00:05What do you and your teams approach how to best stand out,

00:09break through to audiences?

00:10What does that mean visually,

00:12message-wise, and strategically?

00:14Well, Mars' history is full of firsts.

00:18Think about Milky Way,

00:19the first ever filled bar,

00:21and we just celebrated its 100 years anniversary actually,

00:25or leading the way in pet genetics,

00:28or sending the first ever candy to space.

00:30So the innovation is always having people,

00:36pets, the pet parents, and the planet at the heart,

00:40and making sure that we innovate

00:42on products and experiences.

00:44Winning brands today does not define themselves

00:47with products only, but for what they stand for.

00:51They create two-way engagements.

00:53They invite their fans and communities

00:56to co-create with them,

00:58providing experiences that have no dead ends,

01:02and with that, they create personalization at scale.

01:05This is how we think the winning brands

01:08of today and tomorrow will build icons.

01:12One of the most recent examples

01:14is our most recent campaign with Snickers in Europe.

01:18José Mourinho is one of the important coaches

01:23of soccer in Europe,

01:25and Snickers is renowned for its iconic campaign,

01:29You're Not You When You're Hungry,

01:31poking fun at making mistakes

01:34and bantering around the mistakes

01:38that you do when you're hungry.

01:39So we invited the fans and communities

01:43with the backdrop of the European Soccer Championship

01:47to use a generative AI-enabled version of José Mourinho

01:52to banter with their friends

01:54on their hungry rookie mistakes.

01:57And that's the sort of fan co-creation

02:00and personalization at scale

02:01we think will become the norm in the future.