News: Mars has announced that five of its snack brands – Cheez-It, Pringles, Club, Town House and Combos – have been named the Official Salty Snacks Providers and Proud Supporters of the LA28 Olympic and Paralympic Games and Team USA. The partnership will bring some of America’s best-known snack brands into the spotlight as Los Angeles prepares to host the Olympic Games for the first time since 1984.
Cheez-It and Pringles will take the lead in a marketing campaign aimed at connecting fans with Team USA athletes and building excitement around the Games. The partnership gives Mars an opportunity to increase the visibility of its snack brands through one of the world’s biggest sporting events, which will bring global audiences and significant consumer attention to Los Angeles in 2028.
Context:
Major US Snack Players: Cheez-It, Pringles, Club, Town House and Combos are established brands in the US biscuits and crackers, and chips and crisps markets. Their strong consumer recognition gives Mars an established platform to connect with American audiences during the Games.
Brand activation: Mars has been using major events and occasions to create consumer-facing campaigns across its portfolio. Recent examples include launching six limited-edition snacks with the US Soccer Federation for the summer soccer season and introducing shoppable Instagram content featuring brands such as M&M’S, SNICKERS and Pringles for Halloween.
[→ See full Biscuits & Crackers report for the United States]
[→ See full Chps & Crisps report for the United States]