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Mars avoids meltdown

Posted in Marketing, Branwell Johnson May 25th, 2007 by Branwell Johnson

Hats off to Mars UK for playing a blinder in crisis management compared to other companies faced with a sudden loss in public confidence recently.

For reasons never fully explained Mars made a muddle-headed decision to introduce animal products into its beloved brands, such as Mars bar and Maltesers. The U turn was accompanied by full page apologies in national newspapers that struck the right tone of humility and did not fudge – pardon the pun – the issue.

Compared with the length of time it took Cadbury’s to admit salmonella contamination and recall bars or Bernard Matthews to issue a reassurance statement it was a masterclass in crisis management from Masterfoods. However, the difference is that Mars’ problem was very much of its own making. If it really didn’t consider the implications for the vocal vegetarian consumer segment then it does stand guilty of stupidity. Any company that does not recognise the potential interests of minority groups, whether those groups are defined by age, race or any other classification, when offering a service or product risks coming a cropper.

Any theories as to why Mars made its blunder in the first place are welcome.