Mars customizes via packaging

One such company, I’ve come to learn, is Mars, owner of well known brands including M&M’s, Snickers, Uncle Ben’s and plenty more. Mars has this team called Mars Direct that uses custom packaging as a personalization mechanism, as a way to “premiumize” its products. Patricia B. Seybold writes about Mars Direct in a recent Seybold Group Research Report, and included is the following statement from Dan Michael, R&D director of Mars Direct: “We’re not a candy company; we’re a personalized expressions company.” As Seybold describes in her report, the messaging can be in the candy itself or on the packaging.

Seybold makes it clear that Mars Direct is anything but a big-time revenue generator. Yet it has the full and enthusiastic support of top management. Kudos to Mars and its commitment to innovation.