|How Mars Prods Diversity in its Advertising, Agencies
As Pepsi has discovered this week, wading into social causes is a risky business.
But with risk comes reward. Mars is one brand who has succeeded in connecting with its audience on diversity issues. Its three lauded 2016 Maltesers campaigns — which featured actors with disabilities — increased sales by 10 percent, its biggest boost in eight years.
Digiday caught up with vp of marketing at Mars, Michele Oliver, at Wednesday’s DIMA Summit in London, to hear about how brands can avoid cause-washing and make an impact.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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