OUR INNOVATION WAS TO BRING FOUR MARS BRANDS TOGETHER - FOR THE FIRST TIME EVER - TO DOMINATE SATURDAY NIGHT FAMILY-VIEWING TIMEWe dominated Saturday night TV through the sponsorship of two major ITV programmes, Ant and Dec’s Push The Button and Harry Hill’s TV Burp. We also bought spots in key Saturday night properties X Factor and Britain’s Got Talent.Weekly magazines are a great way of reaching mums, and their TV listings are key for navigating family viewing. We inserted TV calendars for families to plan their viewing, with mini-stickers (in the shape of Mars’ bitesize chocolates) so they could highlight their top shows in the mags. And we created editorial showcasing the top family TV of the week.Finally, we partnered with DVD rental chain Blockbuster to offer bitesize buyers free rental. This was supported on-pack, with a TV campaign and in Blockbuster stores across the UK.

IT WORKED! MARS NOW HAS DOUBLE THE MARKET SHARE OF ITS NEAREST COMPETITOROur promotion with Blockbuster drove 44% incremental sales versus the previous year. Total sales grew by almost 10% in 2010. Analysis of buyer profiles shows that this growth came almost exclusively from families, our key target audience.Our decision to combine budgets paid off - we saw growth across all brands in the range.Importantly we thwarted Cadbury and own-label attempts to crack the bitesize category and reinforced Mars as the perfect accompaniment to a big night in.