Mars becomes a septuagenarian as teenager Switch is pensioned off

BRAND WATCH - The Switch brand is being dumped after just 15 years, while the one-year-old Mini suffers a mass recall and the humble Mars Bar celebrates a hiccup-free 70th birthday, writes Jennifer Whitehead in this week's round-up of brand news.

One of the most visible logos in the UK is set to disappear, after banks agreed to a deal with MasterCard.

The Switch logo, which is found on 28m debit cards and in stores all across the country, will be dumped in favour of the Maestro logo, which is owned by MasterCard. The reason? Switch is only recognised by retailers and cash machines in the UK and not overseas.

The switch to Maestro will take place over the next five years, and is to be backed by a multimillion-pound advertising campaign. During a crossover period, both logos will appear on cards, as the switch takes place.

BMW started the week by announcing it was recalling nearly 100,000 vehicles worldwide, after discovering a fault with the car's gear cables.

The recall, which includes 38,700 of the company's new model Minis, has been made because of a fault on what BMW said was "one or two" vehicles. The recall will cost the company nearly 拢4m. It affects all the Minis produced between July 2001 and May 2002, as well as the BMW X5.

The Mars Bar celebrated its 70th anniversary this week. One of the UK's favourite chocolate bars, Mars first appeared in 1932. The brand has always been a champion of TV advertising, with its first ad hitting UK screens in 1956.

While the brand has been promoted by the likes of Petula Clark and Bob Monkhouse, Mars has been doing its best to dispel the myth that retired voice of Formula 1 Murray Walker created the slogan "A Mars a day helps you work rest and play" -- although he worked on the account at the agency that devised it.

In other chocolate news, Fortnum & Mason hit the headlines when it announced it was looking for a new chocolate taster. The salary for the position, which will require the successful candidate to travel around the world and taste chocolate, is 拢35,000. Applications have already been received from nine-year-olds.

Celebrity hairdresser John Freida has got more than "something for the weekend". He has 拢288m from Japan's biggest home care products company KAO Corp, after selling his line of haircare products.

Frieda, who was once married to the pop singer Lulu, will keep his London and New York salons, but will no longer own miracle products such as Frizz-ease and Sheer Blonde.

Tate Modern continues in its unassailable position as London's most successful new attraction, with the news this week that it had overtaken the Museum of Modern Art in New York, as well as the Guggenheim in Bilboa, in terms of visitor numbers.

More than 10m people have now visited the gallery, based on London's South Bank. However, it is still not the most popular free cultural attraction in the country -- that honour belongs to Blackpool Pleasure Beach.

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