As a branding and marketing expert with extensive knowledge in the field of consumer goods and brand identity, I can provide an insightful analysis of why Snickers changed from Marathon.

The change from Marathon to Snickers was a strategic move by the brand's parent company, Mars, Inc., to unify their chocolate bar product under a single, globally recognized name. Here's a breakdown of the reasons behind the rebranding:


1. Global Brand Recognition: Snickers is a well-established brand worldwide, whereas Marathon was primarily known in the UK market. By adopting the Snickers name, Mars aimed to leverage the brand's global recognition and appeal.


2. Marketing Consistency: Having a consistent brand name across all markets simplifies marketing efforts and messaging. This consistency helps in creating a unified brand image and reduces confusion among consumers.


3. Economic of Scale: Unifying the product under one name allows Mars to streamline production and distribution, potentially leading to cost savings and increased efficiency.


4. Consumer Loyalty: Snickers has a strong and loyal consumer base. By transitioning Marathon to Snickers, Mars could tap into this existing customer loyalty and potentially increase sales.


5. Product Differentiation: Snickers is known for its nougat, caramel, and peanuts, which differentiates it from other chocolate bars. This unique selling proposition was a key factor in the decision to use the Snickers name.

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The bar was marketed under the name "Marathon" in the UK and Ireland until July 19, 1990, when Mars decided to align the UK product with the global Snickers name (Mars had marketed and discontinued an unrelated bar named Marathon in the United States during the 1970s).read more >>