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Unformatted text preview: Food MarketWatch Food MarketWatch Published 04/2008 © Datamonitor. This brief is a licensed product and is not to be photocopied Page 18 Mars: creating nostalgic appeal Masterfoods chocolate brand Mars is re-introducing its 'Work, rest and play' slogan, with a modern twist. In an attempt to reinvigorate the brand's heritage, a new television advert will use a condensed version of the strapline. The ad is further evidence of chocolate producers using nostalgic appeal to target consumers, but companies need to ensure that any core brand values remain relevant. Following last year's re-branding of Mars bars in support of the England football team's World Cup campaign, Masterfoods is hoping to appeal to consumers by introducing an updated version of the chocolate bar's old marketing strapline. The slogan, which has now been shortened to 'Work, rest, play', will appear in a television advert that features a group of monks dancing to a classic hip-hop track. The chocolate bar manufacturer hopes that the advert will help communicate the brand's dancing to a classic hip-hop track....
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This note was uploaded on 09/28/2010 for the course COMM 296 taught by Professor Dasgupta during the Spring '08 term at UBC.
- Spring '08