Mars (chocolate bar)
Mars is a chocolate bar manufactured by Mars Incorporated. It consists of "Candy cream " with an overlying layer of caramel surrounded by milk chocolate.
Product range and marketing
The Mars bar was developed in 1932 by Forrest Mars, son of company founder Frank C. Mars, based on the American Milky Way by 1923 - the European equivalent to the American Milky Way 3 Musketeers. In Germany, the product was first sold in 1961.
In Scandinavia, the chocolate bar Japp has been marketed since 1947 by Kraft Foods, is similar to the Mars bar both in appearance, packaging and taste.
Typically, a package contains one each bolt. A bar weighs 54 g, Mars Mini consists of two 20-gram bars and a Mars king size weighs 80 g Lately also appear in other sizes, such as single bar with 51 g and at discounters packs of 7 (6 1) bars of 45 g addition to the classic Mars and its various sizes exist other variants such as the Mars Eisriegel or Mars Planets (small chocolate balls in different flavors ). Mars there are also modified in flavors ( for example Mars Midnight with dark chocolate wrapper with roasted almond almond Mars ( no longer available since February 2013) and Mars delight with Butter Biscuit and caramel ).
In Germany, about four billion euros were traded with the sale of chocolate products in 2004, about 24 % of which is accounted for by candy bar. Of Mars is one of the best selling in Europe.
Mars has since its launch become popular. By now circulating on the Internet also some recipes with candy bars (mainly of fashion pies ), such as the Mars - pear tart. Among other things, the Mars bar is also baked and sold especially in Scotland as deep-fried Mars bars.
Advertising Concepts and reception
The first German advertising slogan of Mars was " Mars tastes delicious triple ", which you pointed out the three clearly distinguishable individual ingredients of chocolate bar. Also the lettering in the logo is kept in three distinct colors to represent the constituents of the product and their arrangement inside out. The created with the slogan idea of special enjoyment was also later retained as an advertising line. Slogans such as " And you taste the joy of life " (2003) aimed at the self-indulgent moment.
100 g of Mars contain approximately 16.6 grams of fat and 448 calories (as of March 20, 2009 ) - so that they lead the body about ten times as much energy as 100 g apple. This circumstance was introduced as a second track in the product advertising and has since been consistently followed by the concept of " energy " and " energy booster ".
An advertising slogan from the 1960s, promised: " Mars brings energy consumed immediately. " On the basis of this sentence was an attempt to present the product as a (healthy) energy suppliers. The concept was developed in the 1970s, " Mars makes mobile - at work, sports and play " with the motto of content continued and after a break in 2007 with the slogan propagated - resumed "Take Mars hit the gas ".
Especially the former of the two older slogans is still present today. In circles of opponents of nuclear power plant on the theme " Energy " targeted advertising slogan of Mars was taken on jocular manner. The motto "No nuclear waste to Mars because Mars brings energy consumed back immediately! " Both the name of the product as well as the significant Mars term energy is reinterpreted word playfully. , The slogan is ( with slight linguistic variants) still used today.
Before and during the 2008 European Football Championships Mars was sold in Switzerland as " Hopp ". This was in reference to the battle cry of the Swiss football fans " Hopp, Schwiiz ". Similarly, the packaging in Austria were provided at that time with the imprint " Take a bite, lads! ".
This latter imprint was clearly thinking of the then state of Austrian football. It was at this time in advance of the Football Championship generally considered safe, that the Austrian team would be faced with the European Championship opponents a major challenge, which - would require a special effort - to survive in the tournament. The slogan "! Reinbeißen, lads " have enjoyed from the intended target audience, football fans, are interpreted simultaneously on two levels: on the one hand - take a bite with the literal meaning of the word - as requested by the product provider to the consumer to eat the candy bar, on the other - with the transferred meaning of a bite as " effort " - as imaginary request from the consumers themselves to his mentally supported football team. A short time the nation's dominant mood associated with the product - the slogan was - the same as with the short-term renaming in Switzerland.
The idea of the company to market the product as a " source of energy ", to be deemed successful, as it has not only taken over by parts of the population and developed into its own slogan, but is also processed at the collective level: an urban legend claims that mid-1990s, three Englishman should have survived at minus 30 ° C for six days by they had three pieces of Mars bar divided.