A torrent of brand extensions flooding the Australian confectionery market continues with Masterfoods this week rolling out ads for a new Mars Bar product.
Called Mars Lava, the new product features an orange and caramel flavoured centre and is the second line extension since a dark chocolate version of the brand, Mars Midnight, launched in 2002. It has since been discontinued by Mars.
The launch of Mars Lava is being supported by an extension of Mars’ “Earth” ad campaign that was used to relaunch the Mars Bar brand in Australia in 2002.
It uses a slightly changed tagline “Earth” Lava. The new thing to eat if you lived on Mars”.
The campaign created by Mars’ ad agency Whybin TBWA Sydney features a similar Martian creature and the new product floating in a lava lamp.
The aggressive moves by Mars and other confectionary marketers to extend brands is part of a strategy to inject more interest into the highly mature and stagnant category.
