Refreshing Mars Legacy Brand, AMERICAN HERITAGE® Chocolate
The Challenge
Reinvigorate AMERICAN HERITAGE® Chocolate, a legacy Mars Chocolate brand, to modernize its visual identity and content while honoring its historical roots and supporting educational initiatives.
The Approach
I led a comprehensive brand refresh, introducing updated photography and recipe guidelines that balanced historic recipes with modern flair. I also developed engaging content, seasonal campaigns, and a targeted social and CRM strategy to boost customer acquisition and retention.
The Results
The rebrand drove a >2000% increase in content engagement and email capture YoY, with brand recognition in top publications like Food52, Feedfeed and David Chang’s Lucky Peach. The strategy significantly boosted customer acquisition and retention while maintaining the personal touch of a family brand.
My role: Senior Creative Director, Brand Building Communications
BEFORE: AMERICAN HERITAGE® Chocolate Previous Brand Expression, rooted in colonial America.
AFTER: AMERICAN HERITAGE® Chocolate Updated Brand Expression, rooted in global chocolate history and storytelling.
