In the pursuit of succesful businesses, we often wonder how we can become important to our clients.

How’s this for one example:

Beginning in the summer of 2006, the decision was made by Mars Incorporated (manufacturer of the Mars Bar chocolate bar family) to make all their Mars bars in Canada completely peanut free.

The TV commercials play up this ‘peanut-free’ rallying cry by being set in schools - a place where the conversation about allergies - peanuts especially - have increased in volume every year for the last 5 years or more.

From Wikipedia: “Mars is one of the few chocolate bars in North America for which no size of the product has any trace of peanuts (another example is Nestle Aero).”

But, I didn’t know this about Aero, did you? Interesting. So now Mars has claimed this turf as the chocolate bar that’s safe to bring to school.

And here you and I thought the way to sell a chocolate bar was to focus on the chocolate, or design brightly-colored packaging, or create a cute cartoon character as a mascot, right?