Mars Slim

Tags: mars, confectionery, chocolate

Challenge: To bring new users to the brand, requires capturing the attention of female consumers looking for smaller portion controlled indulgence. Mars Slim is launched as a slimmer two piece bar with the same legendary taste and ingredients as the current Mars bar.

Comment: The unique “Slim” wordmark and light contrasting background strike a perfect balance between the slimmer, feminine attributes and the traditional bold iconic brand equities. Bar images provide appetite appeal and reinforce the two-piece format.