The Name Change of Marathon Chocolate to Snickers: A Global Strategy

Introduction

The chocolate bar known as Marathon in the United Kingdom underwent a significant change in 1990 when it was renamed to Snickers. This article explores the reasons behind this name change, the impact it had on consumers, and the strategic decisions made by the Mars company to standardize their branding across the globe.

The Motivation Behind the Name Change

The name change from Marathon to Snickers was driven by the strategic needs of the Mars company's global marketing efforts. As a chocolate bar brand with a strong presence in other markets, particularly the United States, Mars recognized the benefits of maintaining a consistent brand name across different regions. This decision can be seen as part of a broader product alignment strategy, where brands aim to unify their product names and marketing efforts to enhance brand recognition and market consistency.

The Origin of the Name Snickers

The name Snickers itself has an interesting history. In the United States, the chocolate bar has been known as Snickers since 1930, named after a horse belonging to the Mars family. However, in the United Kingdom, it was marketed under the name "Marathon." This divergence in naming led to confusion and disjointed brand messaging. The decision to align the UK market with the US naming convention was aimed at simplifying brand management and enhancing consumer recognition.

The Impact of the Name Change

The name change from Marathon to Snickers in the UK faced initial resistance from consumers who were unfamiliar with the brand. In an interview with a UK-based marketing expert, it was noted that there was a period of confusion and rejection of the new name. Consumers who were accustomed to "Marathon" found themselves faced with a new, unfamiliar product. This led to a scenario where Mars, despite their best efforts, faced backlash from both new and existing customers.

Strategic Considerations: Product Alignment and Branding

The decision to unify the naming of the chocolate bar was a part of a larger strategy known as product alignment. This strategy seeks to synchronize product names, marketing efforts, and brand identities across different markets. By having the same name in both the UK and the US, Mars aimed to streamline its marketing efforts and ensure consistent brand messaging.

Conclusion

The name change from Marathon to Snickers in the UK was a strategic move by the Mars company, reflecting a broader trend of global branding. While the decision was ultimately aimed at enhancing brand recognition and market consistency, it also highlighted the challenges and potential pitfalls of such renaming strategies. As consumers become increasingly savvy and familiar with brand names, the significance of maintaining consistent and recognizable branding becomes ever more important.

Keywords

Snickers, Marathon, chocolate bar, brand recognition, product alignment