NEWS: Mars puts vending machines into ads in city centre sites

J. C. Decaux, the world’s largest outdoor advertising company, has tied up a major deal with Mars to combine poster advertising with vending machines on city streets across Europe and the US.

J. C. Decaux, the world’s largest outdoor advertising company, has tied

up a major deal with Mars to combine poster advertising with vending

machines on city streets across Europe and the US.



The deal centres on J. C. Decaux’s vending column street furniture,

which combines two ad sites, an information site and now machines

dispensing Mars confectionery.



The concept launches in Manchester this week and will be rolled out

across major UK cities, including Birmingham, Sheffield and London,

before being exported internationally.



The idea is to offer Mars key incremental sales in locations where there

is currently no retail outlet. Many small retailers, such as CTNs, have

been driven out of city centres by high property prices. This has cut

the number of distribution outlets for companies such as Mars.



Richard Crabtree, the channel development manager for Mars

Confectionery, said: ‘By placing the vending units in J. C. Decaux’s

advertising columns, we can ensure that it is easy and convenient to get

your favourite Mars brands at any time of day or night.’



Mars will also run a poster campaign on the 15-foot-high columns.



Spencer Berwin, the UK sales manager at J. C. Decaux, said: ‘Mars can

select powerful advertising messages on key locations while selling to

their customers at the same time.’



The Mars deal came as J. C. Decaux confirmed that it had picked up the

contract to supply street furniture - such as bus shelters carrying

advertising messages - in the London boroughs of Tower Hamlets, Lambeth,

Wandsworth and Bexley.



The contracts were won in competition against the More Group’s Adshel

division.



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