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This slogan/jingle is familiar to anyone in the UK born in the 1980's or before. It helped make Mars one of nation's biggest brands. 

Check out this print ad and TV ad from the 1960's that explain how the product's ingredients make Mars bars ideal for work, rest and play. Later ads conveyed similar ideas through more implicit messaging.

Further examples of brands expanding via new category entry points can be found in this LinkedIn thread.

What to learn more? Try asking Virtual Dan White.