Hoping to capitalise on the euphoria surrounding the forthcoming 2006 FIFA World Cup, for the first time ever Masterfoods will launch a new face of Mars through the introduction of limited edition ‘Believe’ bars in the UK.

“It’s a temporary name change designed to harness the positive atmosphere and energy of the World Cup as the nation rallies behind the England football team,” a Masterfoods spokesperson told just-food.

The name change from Mars to Believe, available for a limited period during the World Cup, will include single Mars bars, multipack Mars bars, Mars ice cream and Mars drinks products.

A GBP3.7m (US$6.5m) marketing campaign will support the on-pack name change, in the biggest Mars brand initiative since the 2002 re-launch. The campaign will include TV advertising, print, radio, outdoor poster sites, direct mail, a website, in-store promotions and value deals, and PR activity.  

The campaign will also be supported by high profile media partnerships with daily tabloid The Sun and the UK’s biggest commercial radio station Talksport.