Mars Inc. had been working to build a strong corporate brand next to its consumer brands like Snickers, M&Ms, Whiskas, Pedigree and Uncle Ben’s. However, after four years many stakeholders in the Nordic markets didn’t recognize the Mars brand. This was hampering their positioning towards retailers, NGOs and the press while making recruitment a challenge.

To understand Mars Nordics’ positioning challenge we did a thorough stakeholder analysis, evaluating potential drivers of their reputation within each stakeholder group. This made it clear where we needed to focus to close gaps and better align communications with the company strategy. We then developed a communication platform, planned implementation and rolled it out in a series of campaigns and events. The results were widespread. For example, in the 2011 Great Place to Work survey, Mars moved from below number 50 to number 17 in the list of “Denmark’s most desired place to work.”
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