Dr. Oetker vs Mars

Dr. Oetker Overtakes Vinted in German TV Ad Rankings

In the latest weekly TV advertising charts by All Eyes On Screens, Dr. Oetker has risen to the top spot, displacing Vinted, which had led for four consecutive weeks. Dr. Oetker aired 1,310 spots, reaching a gross reach of 888 XRP, with a focus on ProSieben and other Seven.One Media channels (about 76% of spots), while also using Ad Alliance's RTL channels. Vinted, with over 3,000 spots, achieved 861 XRP, taking second place. Procter & Gamble brands also featured prominently: Wick reached 723 XRP (rank 3), supported by Lenor (425 XRP), Always (417 XRP), and Oral-B (360 XRP). The ranking is based on exact second-by-second reach in Vodafone households, expressed as Exact Rating Points (XRP). The data underscores the competitive dynamics in German linear TV advertising, particularly among major FMCG advertisers.

• Dr. Oetker ranked first in German TV ad charts with 1,310 spots and 888 XRP, displacing Vinted.
• Vinted aired over 3,000 spots but achieved 861 XRP, taking second place.
• Wick (Procter & Gamble) ranked third with 959 spots and 723 XRP.

Dr. Oetker, Zalando, Storck Favor Big TV Ad Sellers

According to All Eyes On Screens data, Vinted remained the top TV advertising brand in Germany for the week of September 14-20, 2026, with 4,615 spots and 928 XRP. While Vinted spreads its spots across many sellers, other major advertisers like Dr. Oetker, Zalando, and Storck concentrated their TV spending on the two largest German TV marketing houses, Ad Alliance (RTL) and Seven.One Media (ProSiebenSat.1). Dr. Oetker placed over 80% of its 1,268 spots on Seven.One Media channels. Zalando allocated about 75% of its spots to Ad Alliance, with 26.7% on RTL alone. Storck's Merci brand also relied heavily on these two sellers. The top five brands (Vinted, McDonalds, Dr. Oetker, Kaufland, Amazon) remained unchanged from the previous week.

• Vinted was the top TV advertising brand in Germany for the week of September 14-20, 2026, with 4,615 spots and 928 XRP.
• Dr. Oetker placed 1,268 TV spots, with over 80% on Seven.One Media channels.
• Zalando allocated approximately 75% of its TV spots to Ad Alliance, with 26.7% on RTL alone.

Dr. Oetker Tops TV Reach via Sat.1

Dr. Oetker delivered the strongest gross TV reach in Germany for the week of 17–23 August 2026, according to All Eyes On Screens data. The advertiser ran 1,217 spot airings and achieved 723.32 XRP in the evaluated Vodafone households, promoting multiple products (pizza, lemon cake, Paradies-Creme and “High Fibre” drinks). Nearly 40% of Dr. Oetker’s total gross reach came from Sat.1, and 76.5% of its reach ran across ProSiebenSat.1 channels (Seven.One Media), with the remainder via the Ad Alliance. By contrast, shoe retailer Deichmann reached roughly 404 XRP and placed its entire TV budget exclusively with the Ad Alliance. Sky’s Bundesliga advertising (including Sky self-promo in pay TV) ranked Sky second in the brand ranking for the period.

• Dr. Oetker aired 1,217 TV spots and reached 723.32 XRP in measured Vodafone households between 2026-08-17 and 2026-08-23.
• Almost 40% of Dr. Oetker’s gross TV reach was generated by spots on Sat.1.
• 76.5% of Dr. Oetker’s total gross reach ran on ProSiebenSat.1 channels (Seven.One Media); the remainder ran via the Ad Alliance.

EXTRA's Spotify Campaign Boosts Gen Z Brand Link

Mars Wrigley's chewing gum brand EXTRA launched a back-to-school campaign on Spotify targeting Gen Z. The campaign featured a song titled 'Kotti d'Azur' with Berlin artist Zah1de, integrating the brand into the music content. Sponsored Playlists, video headers, and audio spots were used to reach young consumers during moments like studying and commuting. According to Nielsen, the campaign significantly improved brand metrics among 18-25 year olds: message association rose by 17 percentage points to 63%, ad recall by 30 points to 66%, and top-of-mind awareness by 6 points to 78%. The campaign was based on Spotify's Culture Next report, highlighting trends like 'Fandemonium' and 'Dark Side (But Fun)'. The campaign achieved 20 million impressions and 3 million unique reach. This marked Mars Wrigley's first major artist collaboration with sponsored playlists in Germany, with insights feeding into their DACH media strategy.

• EXTRA (Mars Wrigley) launched a Spotify campaign with the song 'Kotti d'Azur' by artist Zah1de.
• The campaign used Sponsored Playlists, video headers, and audio ads to reach Gen Z.
• Nielsen reported a 17-point lift in message association to 63%, ad recall up 30 points to 66%, and top-of-mind awareness up 6 points to 78%.

Checkout Zone Redesign: Impulse Buying Shifts to Pre-Pay Area

At the manned checkout, customers wait nearly two minutes, but at self-checkout terminals only twelve seconds. This reduces impulse purchase access rates from about six percent at manned tills to two to four percent at self-scan modules. Rewe Group and Mars Wrigley won the ECR Award for their European NextGen Checkout project, which optimized over 2,500 checkout zones and 7,000 impulse modules across eight countries. Experts Marco Koppenstein and Anna-Katharina Kraus discuss shifting impulse sales to the pre-checkout area, improving orderliness, and adapting assortment to trends like GLP-1 medications and protein bars. They emphasize that optimizing the entire checkout zone as a whole, not just individual terminals, is crucial for maintaining impulse revenue.

• Mars Wrigley and Rewe Group won the ECR Award for the European NextGen Checkout project.
• Self-checkout terminals reduce impulse purchase access rates to 2-4% vs. 6% at manned checkouts.
• About 25,000 self-checkout terminals are now in German grocery retail, doubling in two years.

Mars launches Pet Adoption Resource Hub and opens THB 7 billion Pringles plant in Thailand

Mars has launched a Pet Adoption Resource Hub and officially opened a THB 7 billion Pringles manufacturing plant in Thailand, among other recent announcements including the release of its Cocoa for Generations 2025 Progress Report.