BBDO celebrates Mars win in Germany

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VIERSEN, Germany--Mars has awarded BBDO Worldwide, Duesseldorf, the $14 million launch business for its Celebrations miniature candy bars in Germany. BBDO is part of a trio of agencies servicing the Mars account in Germany, including D'Arcy Masius Benton & Bowles, Hamburg, and Grey Worldwide, Duesseldorf.

Celebrations are a variety of individually wrapped, mini versions of power brands such as Bounty, Mars, Snickers and Maltesers. Boxes are available for about $2.80.

Mars expects Celebrations, along with its Amicelli brand chocolate-covered, praline-filled wafer rolls, to compete with the German market's leading confectionery maker, Ferrero Rocher. Celebrations has proven hugely popular in the U.K., where it was launched in 1997.

Praline-related products have grown in Germany to represent 36% of the total $2.5 billion confectionery market, overtaking the big-size chocolate bar segment, which has declined to 30%, and small bar and cookies segment, now at 28%.

Copyright October 2000, Crain Communications Inc.

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