Varun Kandhari, director of marketing, Mars Wrigley India, speaks with afaqs! about the latest launch, marketing strategy, and the brand’s post-COVID philosophy shift.
Mars Wrigley India, a leading confectionery brand, recently launched ‘Galaxy Fusions,’ a luxury dark chocolate offering. The locally produced product is the brand’s first foray into the country’s dark chocolate market. Previously, on Valentine’s Day, the company released a new Snickers variant called ‘Berry Whip,’ which is a strawberry-flavored chocolate bar. The release has been followed by a dedicated Valentine’s Day campaign titled ‘Blunders Happen when you’re Berry Hungry’. The campaign, created by DDB Mudra North, aimed to position Snickers among the chocolate brands which have consistently capitalized here on the festive vibes of Valentine’s Week. Varun Kandhari, director of marketing, at Mars Wrigley India, spoke with afaqs! about the two launches and the marketing strategies that the brand plans to use to expand its reach. What does the introduction of Galaxy Fusions Dark chocolate imply for the brand? This same Galaxy Fusions dark chocolate variety combines two important elements. Driving brand relevance by meeting new consumer needs, such as the growing preference for dark chocolate, while remaining true to Galaxy’s core product benefit. These two factors prompted the development of both the Galaxy Fusions line. It’s a high-end offering. In the future, creative Galaxy variations will be released. Snickers recently debuted Berry Whip on Valentine’s Day. How does it compare to Mars Wrigley’s current Snickers portfolio? Berry Whip is indeed an exciting new Snickers flavor. It joins local variants such as Snickers Almond (released throughout 2019), Cashew, Butterscotch (released in 2020), Fruit & Nut (released in 2021), as well as Kesar Pista (launched in 2022). The launch has been accompanied by a special Valentine’s Day campaign. What insight inspired the ‘Blunders Happen’ campaign? Snickers Berry Whip expands on our global proposition ‘You Are Not You When You Are Hungry’ with a witty campaign titled ‘Blunders Happen When You Are Berry Hungry’ and the tagline ‘Berry Hungry? Grab a Snickers!’. It wants to celebrate the innocent blunders made in love. In keeping with Snickers’ quirky personality, the humor campaign provides an alternative viewpoint on adoration as well as the defenseless missteps created out of affection. Taking advantage of the topicality of Valentine’s Day, this same Berry Whip campaign endorsed the feeling of the season with a twist and engaged with consumers in a fun way.