…. every Canadian athlete had a chocolate bar in their kit bag that said “believe”. It’s true. I tried one today, it tasted like truth serum. Nutty, nougaty, chocolate coated truth serum.

The problem is, it only works with Snickers bars and Canadians. Mars UK tried marketing “Believe” branded Mars bars in England during World Cup 2006 and the England team didn’t respond well yet again.

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Brand Identity