Mars changes name to Believe for World Cup campaign

by Joe Lepper, brandrepublic.com, 06 April 2006, 03:30PM

LONDON – Masterfoods is to change of name of its Mars chocolate brand for the duration of its World Cup marketing campaign, which will see the bars sport the word 'Believe', tapping into the belief that England can win in Germany.

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In the run-up to the tournament, the bar will change name in a bid to closerly align the brand with a sense of optimism about England's performance.

The campaign also includes a TV advertising push by Abbott Mead Vickers BBDO, featuring a fictional character called Bill Lever, who Masterfoods is describing as "a visionary football fan".

Other activity includes the launch of a website, marsbelieve.com which is not yet operational, as well as a touring bus that will visit main city centres from May.

A spokesman said: "With the bus there will also be a goal net for people to try their luck with penalties. England doesn't exactly have a good track record with them." In four of the last six major tournaments England have lost on penalties.

The name change for the bar is the first since its launch 86 years ago, but the spokesman added it will revert back to Mars when the tournament, which this year takes place in Germany, ends in early July.

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