Carroll said that reception for the teaser reassured the brand that consumers liked the “Two is more than one” idea.

The new brand platform is a 360 marketing campaign, which includes a redesigned visual identity, out-of-home elements, TV, social, and PR. It is also running across 75 markets with a collection of local brand activations including a digital audio experience, an AR Snapchat lens, and targeted social content deployed across TikTok and Meta platforms.

“Sometimes you [should] just go out and try something and see if you get some traction, see if the cultural nuances are with you,” Carroll said. “We’re just exploring and trying different things given where consumers are [and] how we want to show up with them.”

And it’s not just the marketing that’s getting an innovation boost. In 2024, Mars invested more than $70 million into an R&D Innovation Studio in New Jersey in response to growing interest in the brand’s products from consumers under 35.

The company projects that the demographic will be worth more than $28.6 billion by 2030 to the confectionery category.