Mars Unveils New Visual Identity to Remind the World It Makes More Than Just Candy

Altruistic mission statement also joins refreshed brand image

Mars' first-ever brand icon joins its family of assets. Mars

Mention Mars Inc. to your average consumer, and they might know the company makes popular candies like M&Ms and Starburst. It’s less likely they’ll know that Mars is also a big player in the pet-care industry, not just with brands like Iams and Pedigree but through chains of animal hospitals and emergency veterinary providers. And fewer still are the consumers who can name Mars’ holdings in the wellness and nutrition arena, including CocoaVia, a dietary supplement derived from cocoa flavanols.

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.