Mars, Inc., founded in 1911, has grown from a small family business into one of the largest and most successful food manufacturers in the world. Known for its iconic brands like M&M’s, Snickers, and Pedigree, Mars’ marketing strategies have played a pivotal role in establishing its brands as household names and driving its global success.
Mars’ leadership in advertising is evident in its ability to create memorable and impactful campaigns that resonate with consumers across generations. The ever-memorable “Melts in Your Mouth, Not in Your Hands” campaign for M&M’s, introduced in 1954, is a testament to Mars’ long history as a trailblazer in creativity.
Innovator & Trailblazer
Mars has consistently demonstrated its innovative spirit through creative and groundbreaking campaigns. The company’s ability to leverage humor, storytelling, and cultural relevance has set new standards in the industry.
Mars is deeply invested in transformation and is readily embracing emerging technology. Campaigns like Starburst’s ‘Different Every Time’ uses the insight that there are more than 479 million ways to enjoy one pack of 12 original Starburst and created surreal AI-generated worlds that mirror these possibilities. Adoptables, a Cannes Lions Grand Prix-winning for PEDIGREE, took amateur dog photos from local shelters and used Generative AI to transform them into professional grade personalized ads matched with potential adopters, increasing their appeal and increasing adoption chances sixfold.
A Force for Good
Mars’ commitment to corporate social responsibility and ethical advertising practices underscores its role as a force for good in the industry and beyond. The company is committed to sustainability and ethical advertising. Their “Sustainable in a Generation” plan outlines ambitious goals to reduce its environmental impact and promote sustainable sourcing.
Mars has integrated these values into its advertising campaigns, such as the “Seeds of Change” initiative, which promotes organic and sustainably sourced products. In the Petcare business, Mars’ support for pet shelters through the “Pedigree Foundation” and “Whiskas’ Feed a Cat for Christmas” campaigns exemplifies its dedication to making a positive difference in the lives of animals and their owners. These campaigns not only highlight Mars’ commitment to sustainability but also drive resonance with a new generation of conscious consumers.
As a quick recap, the AAF and the Hall of Fame leadership would like to honor Mars as the 2025 Advertising Hall of Fame Corporate Inductee. This would make Mars just the 14th company to be inducted in the Hall’s history. Past corporate inductees include P&G, General Motors, The Coca-Cola Company, McDonald’s, The Walt Disney Company, PepsiCo, Anheuser-Busch, Toyota, J&J, Nike, IBM, Unilever, and most recently AT&T. See the attachment for an overview of the AAF, the Advertising Hall of Fame, and criteria for corporate induction.
Mars’ well-established legacy of iconic campaigns—such as M&M’s “Melts in Your Mouth, Not in Your Hands”—has left an indelible mark on popular culture, and its continued commitment to innovative and socially conscious marketing strategies further demonstrates the company’s leadership in advertising. From cutting-edge, AI-driven campaigns to initiatives that support sustainability and pet adoption, Mars has shown itself to be an industry trailblazer with a deep sense of purpose, making it a fitting candidate for this prestigious honor.
If they choose to accept, Mars would be inducted as part of the Class of 2025. The 74th Annual Induction Ceremonies and Gala Dinner, chaired by Kim Kelleher of AMC Networks and Ross Martin of Known, will be held on Thursday, April 24, 2025, at Cipriani Wall Street. Click here to view the short recap video from last year.
These ceremonies are among the advertising industry’s biggest and most prestigious celebrations of the year, with leaders from the world’s largest brands, ad agencies, media, and tech companies in attendance. Leading up to the Gala, the AAF will work closely with their team to ensure the evening represents and celebrates the Mars story in a way that reflects their brand identity and values.
Mars would be inducted alongside eight outstanding individual inductees, including (confidentially) David Lubars, BBDO Worldwide; Linda Boff, Said Differently and formerly of GE; Lisa Sherman, The Ad Council; John Hayes, formerly of American Express; Alex Lòpez Negrete, Lopez Negrete Communications; Raja Rajamannar, Mastercard; Rishad Tobaccowala, author & formerly of Publicis Groupe, and Susan Wojcicki, YouTube.
Upon acceptance, Mars would become the exclusive Diamond Sponsor for the Gala. The AAF will work with Mars on details for a category-exclusive customized sponsorship package. A sample proposal is included in the attachment. Click here for some photos of AT&T’s branding and activations from this year’s ceremonies, as well as photos of the entire 2024 event here.
We’d love to get a call with them prior to next week’s Hall of Achievement, if possible, and invite them to attend the November 21 festivities if you think that would help strengthen their understanding of what we do.
Looking forward to next steps.
