Mars vs Perfetti Van Melle

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.