Snacks & Candy

Mars Launches 360-Degree Rebrand

Company has a new icon and logos for its candy, pet and food divisions
mars new logo

MCLEAN, Va. — Mars Inc. has revealed its new brand image, which includes an enhanced company icon and new logos for its Mars Wrigley Confectionery, Petcare, Food and Edge divisions. The company has also crafted a new purpose statement, which reads, “The world we want tomorrow starts with how we do business today,” and a new tagline, “Tomorrow starts today.”

The focus to rebrand areas outside of candy—the sector Mars is known for—hints that the company is looking to expand its boundaries.

“[The rebrand] is a corporate approach to make it known that Mars stands for more,” Andy Pharoah, vice president of corporate affairs, strategic affairs and sustainability for Mars, told Adweek.

This isn’t the first sign Mars has given toward a rebrand in recent months. In November 2018, the company re-launched its American Heritage Chocolate, a line of chocolate products that includes Gourmet Hot Cocoa, Finely Grated Chocolate, Tablet Bars and Tasting Squares. This rebrand featured a new chocolate recipe, updated packaging and a redesigned website.

Mars has also released a video expressing its new brand mission. Watch the video below.



McLean, Va.-based Mars Inc. is a global manufacturer with more than $35 billion in sales. Its candy brands, under the division Mars Wrigley Confectionery, include Snickers, M&M’s, Dove, Milky Way, Twix, Doublemint and Skittles.

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