Hogan Lovells

Mars UK case study


Mars is one of the world’s largest manufacturers of food and petfood products.

It manufactures chocolate, petcare, gum, confections, food and drinks products under brands such as (Chocolate) Mars®, Snickers®, Galaxy®, Maltesers®, and Twix®; (Petcare) Pedigree®, Whiskas®; Cesar®; (Food) Uncle Ben’s®, Dolmio®; (Drinks) Klix® and Flavia®.

Our London lawyers provide advice to Mars’ UK divisions across a number of practice areas such as regulatory (including product composition, labelling, packaging and claims), advertising and marketing (in respect of TV and print media) commercial (including co-manufacturing, warehousing, distribution and sponsorship) and employment/pensions.

Recent work highlights:

  • Advising Mars on its continuing sponsorship of the England football team, including the recent advertising campaign running during the Euro 2012 Football Tournament.
  • Negotiating endorsement contracts with a number of celebrities to support various marketing and promotional campaigns, including with Robin van Persie, Eva Longoria and Pierluigi Collina.
  • Assisting with the negotiation of terms with Fairtrade regarding sourcing and use of sustainable cocoa in Maltesers.
  • Supporting Mars to successfully defend its Snickers Twitter advertising campaign following an ASA challenge.

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