Mars Brings Back Musketeers for 'Why 3?'

First new campaign in 10 years for candy brand

3 Musketeers Mars candy (CSP Daily News / Convenience Stores / Gas Stations)

HACKETTSTOWN, N.J. -- Mars Chocolate North America has unveiled the 3 Musketeers Bar "Why 3?" campaign, the first new campaign for the candy brand in more than 10 years. Developed by DDB Chicago, the humorous creative features the iconic Musketeers together for the first time in more than a decade. The series of four digital video spots, available on the brand's YouTube channel at http://bit.ly/YouTube_3Musketeers, showcase why "3" is the ideal number of Musketeers in any situation, and that 3 Musketeers Bar is the perfect amount of chocolate, fluffy and Musketeer.

"We're so excited to unveil our new 'Why 3' campaign because it features the beloved characters associated with our brand, but in a funny and unexpected way," said Allison Miazga-Bedrick, director for the 3 Musketeers Brand. "Our fans already love 3 Musketeers for the combination of chocolate and fluffy nougat and bringing back our iconic characters will not only delight our current brand fans, but also attract new, younger fans from the millennial demographic."

The 3 Musketeers Bar originally was named for the three flavors--chocolate, strawberry and vanilla--that came in one package. While war time rationing in 1945 brought about the current all-chocolate bar, the name "3 Musketeers" remained, prompting the question of "Why 3?".

Mars Chocolate North America, a unit of Mars Inc., is based in Hackettstown, N.J. Mars Inc., McLean, Va., has net sales of more than $33 billion and six business segments including Petcare, Chocolate, Wrigley, Food, Drinks and Symbioscience.

Mars brands include Petcare (Pedigree, Royal Canin, Whiskas, Banfield Pet Hospital, Cesar, Sheba, Dreamies and Nutro); Chocolate (M&M's, Snickers, Dove, Galaxy, Mars, Milky Way and Twix); Wrigley (Doublemint, Extra, Orbit and 5 Chewing Gums, Skittles and Starburst and Altoids and Lifesavers mints; Food (Uncle Ben's, Dolmio, Ebly, Masterfoods, Seeds of Change and Royco); Drinks (Alterra Coffee Roasters, The Bright Tea Co., Klix and Flavia); and Symbioscience (Cocoavia and Wisdom Panel).