Sweet wins for Arcade Jakarta picking up Mars digital duties for Snickers, M&Ms and Dove
Mars gets serious about digital in Indonesia, as it awards three of its largest brands to Arcade Jakarta.
US based food and confectionery multinational, Mars, is strengthening its position in the important Indonesia market. Mars Inc. was founded in the US in 1911 and today has over $35 billion in annual sales. The privately-held company is well regarded for its support for ethical farming and has won awards for its cocoa sustainable growth programs in Indonesia.
Indonesia is now a key strategic market for Mars confectionery products, especially leading brands Snickers, M&M’s and Dove chocolate. To build the popularity and equity behind these brands, they have now turned to Arcade to develop all their digital communications in the territory.
As Gemita Pasaribu, the Mars Marketing Manager says: “We’re putting lots of energy and passion behind these brands. To do it right, we knew that we needed a digital strategy and creative ideas that were way outside the norm. When we saw the proposals from Arcade’s team we knew straight away that we had winning ideas, that would accelerate demand for our brands in Indonesia.”
Arcade Jakarta’s General Manager, Dewi Theo added: “It helped that we’re all long-time fans of the brands. Come to our office anytime and find packets of M&M’s and Snickers on our desks! These are terrific opportunities for us and we have real belief that our work will make the difference in making these the most successful confectionery brands in Indonesia.”
The new Mars work will start appearing before the end of the year.