Food for thought.
i'd be surprised if the Mars organisation would be interested sponsoring on a significant basis ie target market is too narrow to be investing large $. However, they are made up of 3 independent businesses in Oz - sauces/condiments, confectionery and Petfood. Perhaps the 3 divisions have got together.
Masterfoods (condiments, sauces etc) wouldn't have the marketing spend to throw at it (ie they turn over $300 million per annum and profits are not gold standard!!). An independent association would be a very small one.
Mars confectionery makes reasonable profits - however a large sponsorship of a single footy club doesn't make sense ie too narrow against the target audience. Besides the decision maker for Mars confect is a mad, mad Saints supporter. Perhaps they maybe be interested in 'promotional' one offs similiar to their previous association ie Mars M&M's.
Mars Petfood hasnt been mentioned on the news - might be some consideration. Much bigger business than the other two in the portfolio, with revenues of approx $800 million. Pets? maybe some value. Interestingly one of the 'spins' Mars petfood has used over the years is to include employees and their favourite pet on the label of some of their brands. Perhaps we might see Juddy and his cat on the back of a 'chicken and rice' meal or maybe the Krooz and his favourite great Dane on the back label of some liver treats???????
Consumer brands and footy associations tend to be very narrow unless you can have some stake at the AFL competition level. Mars will only make it happen if they could co-ordinate some interesting and complex marketing intiatives that could work across their multiple divisions.
Login
Register
FAQ
