23rd May, 1990
Dear Mr Date,
Thank you for your letter concerning SNICKERS, the new name for MARATHON.
I am sorry to hear that you are unhappy about the change of name and would like to take this opportunity to explain why we have made the change at this time.
SNICKERS is the number one selling chocolate bar in the world. Indeed, the UK is the only country in the world where this product is sold under the MARATHON brand name.
As an organisation, we are very aware of the growth of international travel, the increasing use of satellite television and that an 'Open' European community is just around the corner. We believe that the use of different names for the same product does not fully capitalise on the brand's international stregth and will increasingly cause confusion in the future.
Having spent around 18 months referring to the international name on MARATHON packs, and carrying out comprehensive consumer research, we believed that the time was right to actually change the name.
Let me assure you that "all that's changed is the name" and we will continue to produce the same great product that the British consumer has come to know and love.
We aim to provide quality and value for money in all our products and the international efficiencies we achieve through global branding will allow us to continue to deliver these benefits to the consumer.
I hope you will continue to enjoy the product despite your concerns about the new name.