Mars is to confront marketers’ dilemma of knowing half their
advertising isn’t working - but never knowing which half - by measuring
product-specific posters situated by vending machines.
The project, arranged through poster company JC Decaux, will be rolled
out from five Manchester sites and will feature on 30 sites by the end
of the year.
The scheme represents Mars’ attempt to bring products as close as
possible to consumers, reflecting the impulse nature of most chocolate
purchases.
Mars has been selling around 1000 bars each week through vending
machines.
JC Decaux can track what is bought and at what time of day by linking
the machines to a central computer.
Competitor Cadbury has also installed vending machines on British Rail
and London Underground platforms.
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