Catherine Sleep | 2 March 2004
More brilliance from the world of confectionery branding. Remember when Snickers was called Marathon? I always thought the name Marathon was better, being redolent of sport, of endurance, stamina and health.
But no! Back in the 80s (I think), the name was ditched in favour of Snickers, which for me prompted images of kiddies sniggering in corners, possibly wearing brightly coloured sneakers. The power of a brand…
It seems we’ve now come full circle, as the marketing brains at Mars Inc. are launching the Snickers Marathon energy bar. It’s taken years of research, it seems.
Opal Fruit, anyone?
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