Name: Mars Inc. Executive on Co-Creation, AI and the Future of Brand Building
Uploaded: 2026-06-24T14:45:00Z
Duration: 5 min 52 s
Description: Mars Inc. Lead Global CMO and Mars Snacking Global Chief Growth Officer Gulen Bengi discusses the importance of community co-creation for a portfolio that includes 130 brands. Bengi highlights how shifting from one-way messaging to two-way engagement allows for personalization at scale, using a recent Twix campaign as an example.

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Mars Inc. Lead Global CMO and Mars Snacking Global Chief Growth Officer Gulen Bengi discusses the importance of community co-creation for a portfolio that includes 130 brands. Bengi highlights how shifting from one-way messaging to two-way engagement allows for personalization at scale, using a recent Twix campaign as an example. Photo: WSJ Leadership Institute

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Mars Inc. Lead Global CMO and Mars Snacking Global Chief Growth Officer Gulen Bengi discusses the importance of community co-creation for a portfolio that includes 130 brands. Bengi highlights how shifting from one-way messaging to two-way engagement allows for personalization at scale, using a recent Twix campaign as an example.

Mars Inc. Executive on Co-Creation, AI and the Future of Brand Building

I'm here with Gulen Bengi, she is the Lead CMO and Chief Growth Officer at Mars. The reason I say the word lead is because they are a house of brands where they have many, many brands. And when I was the Global CMO at Hyde Hotels, I also managed a portfolio of brands, which is somewhat complicated. So let's talk about the fact that you have been leaning into sort of borrowed nostalgia because you have a lot of brands that have been around for a while. When you think about the recent campaigns and being culturally relevant, what comes to mind for you?

Well, first of all, thank you for noticing that we have a great portfolio of brands. We stand on the shoulders of giants. We have iconic brands, 130 brands, 19 of them are above a billion. So I'm very proud to take that, you know, and feeling very responsible about that stewardship to take them and the capabilities of our associates forward. So thank you for that. When we talk about brand building, today, we know that the brands need to capture the hearts of people and the math of algorithm. But at the heart of it is the foundations, the fundamentals of brand building. So brands must know what they stand for, you know, their purpose are unique, meaning they're distinctive and consistent over time. And we reinvent the way we engage with our consumers every other decade, right? And this is what is happening now. We are rewriting, we're evolving, keeping the fundamentals rock solid, but we are moving from one way messaging to two way engagements that have no dead ends, which I mean one engagement leads to another engagement or to the buy button. We're inviting our fans and communities to co-create brand experiences with us. That is because we believe that the only way to achieve personalization at scale authentically is to have our community's voice in the experiences.

Well, I would say there used to be a world in marketing where it was one way, but today, the brand is owned by your community. So it sounds like you're leaning into the community in terms of opening up that door. Does that make people in the organization nervous? Because that's definitely a shift in an organization.

We're handing over our babies, aren't we?

Yeah.

So our icons are our babies and in the past, maybe they were more controlled, maybe kept closer to home, and we are sort of sharing our baby, trusting our communities who love our brands as much as our babies. The only thing that I would say is that community co-creation is as old as time. I'll give you a story. So we just recently acquired Kellanva, one of their iconic brands is Kellogg's. So it was born in Midwest, and when they were trying to get into New York, WK Kellogg had an idea. They said every Wednesday the housewives at the time would have a wink to their grocery store owner, and the grocery store owner would give them a box of Kellogg, so they called it the Wink Wednesday. Everybody was like, "No, that's never going to work," but it did, and they reinvented completely the breakfast in New York. That was 1907. So now, fast forward to today, the same thing is happening. I'll give you a Twix example. Twix's idea is two is more than one, because we have two bars.

That's correct. There's two bars in the package.

Exactly.

And we all know-

It's more than that-

'Cause we all do eat two X.

Exactly, exactly, and what we did is we had a campaign last year actually won four Lions. The campaign was giving the ability to do a duet on voice messages. So every day did you know that people send 7 billion voice messages to each other? So that human connection. So what we did is you could record your message, put it on Twix Harmonizer, you would get a duet. So you send a message if it's funny, it's funnier, if it is sad, it is maybe a little more palatable. And this took like a life of its own, and the fans, the people were so happy to use that, and Twix's sales and penetration improved, increased. But the idea that the communities like to engage with each other is as old as time. What AI and technology now does is to make this personalization at a scale that was unimaginable a couple of years back.

Well, what strikes me is that you actually are trusting your community.

We do.

And that definitely takes courage in every market. As a final question, we're obviously here in the land of creativity. What is the one thing you've taken away from being here that you're gonna take home, you know, to inspire your team?

Yeah, so what I see in the couple of years past, we were talking about this new world, what it could be. Now, this year, we're talking about, we wanted the conversation to move to what this world should be. And that is, in our belief in Mars, brands are built by people, creativity, and technology, and in that order and by design. And that means what the future we'll have brands that will own the hearts of people, but also the math of algorithms on one side, and the future of work is redefined. And we would like that future to be human epicenter. So yes, digitally-powered, but unmistakably, human-led. And our generation of leaders have this responsibility, don't we? That we need to shape this future so that this vision that digitally-powered, but unmistakably human-led comes to life.

Well, I love ending there because I agree with you that humanity has to be at the center, although the tools of engagement may change.

Exactly.

So thank you for joining us.