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Mars, Incorporated: A Legacy of Advertising Excellence

On April 25, 2025, Mars, Incorporated marked a significant milestone by being inducted into the American Advertising Federation's (AAF) Advertising Hall of Fame for the Class of 2025. This esteemed honor is not just a testament to the company's creative prowess but also a celebration of over 100 years of impactful advertising campaigns that resonate with consumers around the globe. Mars, a household name known for its beloved brands like M&M'S®, SNICKERS®, and PEDIGREE®, joins an elite group of only 13 companies recognized as Hall of Fame inductees.

Gülen Bengi, the Lead Chief Marketing Officer for Mars, expressed gratitude for the recognition, emphasizing the company's commitment to curiosity and creativity as core values that have contributed to its enduring success. "At Mars, curiosity is cherished, and creativity is expected and celebrated as an engine for growth, generation after generation," Bengi shared. She highlighted how the brands under Mars not only serve millions but also create culturally relevant stories that connect with people and communities.

Mars serves approximately 1,000 snacks every minute and supports over one million pets daily. Each year, it delivers more than three billion healthy meals across its food portfolio, demonstrating its dedication to quality and innovation. The company strives to create brands that not only satisfy consumers today but also contribute to a better world for future generations.

Celebrated Campaigns that Shaped Culture

Mars's journey to the Hall of Fame is paved with numerous successful campaigns that have left a lasting impression in the advertising industry. Some of the standout initiatives include:

• - PEDIGREE® Adoptable Campaign: Utilizing cutting-edge AI technology, this campaign transformed shelter dog photos into professional-quality images, raising awareness about dog homelessness in a unique and compelling way.

• - M&M'S® Spokescandies: Recognized as icons globally, the Spokescandies series features humorous, character-driven stories that have captivated audiences for decades.

• - SNICKERS® "You're Not You When You're Hungry" Campaign: This iconic advertisement is one of the most recognizable and enduring in advertising history, associated with humor and relatability.

• - SHEBA® Hope Grows Program: This initiative exemplifies Mars's commitment to purpose-driven marketing, focusing on positive impacts for people, pets, communities, and the planet.

Steve Pacheco, President and CEO of AAF, commended Mars for its innovative and impactful marketing efforts, stating, "As this year's Corporate Inductee, Mars has mastered the art of creating innovative, impactful, and groundbreaking campaigns that have helped establish its brands as household names for more than a century."

The Future of Mars and Its Brands

With this recognition serving as a significant achievement, Mars looks forward to continuing to position its brands at the cultural forefront. The company's ethos, grounded in its Five Principles—Quality, Responsibility, Mutuality, Efficiency, and Freedom—guides its 150,000 associates as they work towards a vision of bettering the world for both people and pets. As the advertising landscape evolves, Mars remains committed to inspiring growth through creativity, leveraging data-driven insights to engage with its audiences meaningfully.

For those interested in discovering more about the Advertising Hall of Fame and its honorees, additional information can be found at aaf.org/HallofFame. Visitors can also explore the diverse offerings of Mars through its official website at Mars.com and its social media platforms, including LinkedIn, Instagram, and YouTube.