Introducing a product innovation under the Mars brand had a clear objective. However, merely stick to Mars brand rules wouldn't suffice to achieve our ambitions. Designing from the iconic brand and its black background couldn't be a simple copy-paste job. A globally recognized brand doesn't guarantee success amidst a new product category with fierce competition with flashy products, impactful designs, and vibrant colors. With our perseverance and sharp analysis of the challenges ahead, we convinced both parties to let us create a new, fun visual toolbox for donuts while always respecting the renowned Mars brand we know.
Open up the fun we did. Indeed, we infused plenty of black with red, and a touch of gold. But donuts are iconic too, so we developed a complete set of playful round shapes and mouthwatering caramel drips, capturing the fun of donuts in various contexts, for point of sale materials and social media. A toolbox, ready to be used wherever it needed to be introduced in EU countries. In the end, everything continues to embody Mars, but in a fresh and fun way to tackle the donut competition with a winning solution.
The rollout of Mars donuts is progressing steadily throughout retail and foodservice, travel, coffee shops, etc. Step by step, more and more countries are joining Mars' ambition to make donuts as beloved by its brand enthusiasts as its iconic bars.
