Ben’s Original – A Rebranding with Attitude

With the decision to rename Uncle Ben’s as Ben’s Original, Mars aimed to make a bold statement for inclusion and social responsibility. In Switzerland, GRIP played a pivotal role in guiding this sensitive transition, ensuring that the rebrand was not only compelling in its messaging, but also resonated powerfully with both media and society at large.

Central to the process was a carefully orchestrated communications strategy, designed to anticipate critical conversations and shift public attention toward the brand’s new, forward-looking identity. By combining targeted media outreach, strong partnerships with Caritas and the SV Foundation, and authentic storytelling, Mars cultivated trust and successfully repositioned the brand in the public eye.

The outcomes are impressive: extensive media coverage with 29 articles and a reach exceeding four million, robust digital engagement featuring 298 likes and 650 comments, and overwhelmingly positive feedback on the brand’s fresh identity—all evidence that values-driven communication and strategic positioning truly make a difference.