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Two classic American candy bars are getting some new marketing love from Mars. Milky Way on Monday will debut its first significant TV ad campaign in about five years, while 3 Musketeers has launched digital ads that mark its first substantial campaign in about 10 years.

The two iconic brands — which both launched in the early 20th Century — have for years been overshadowed by the candy giant’s crown jewels, Snickers and M&Ms, at least when it comes to ad spending. While that won’t change, Mars is making incremental investments in the two smaller brands to raise awareness with a new generation of consumers.

“These are beloved brands that consumers grew up with, but they tend to forget about them,” said Allison Miazga-Bedrick, who is Mars’ director for “filled bars,” which includes Snickers, Milky Way and 3 Musketeers. The new investments are meant to keep Milky Way and 3 Musketeers relevant, especially with millennials, she added.

Continue reading at AdAge.com