# Mars' Why Test for Bold Ideas

> Mars' chief brand officer explains how brands stay relevant through calculated risks.
- Title: Mars' Why Test for Bold Ideas · Adweek | Shortify
- Summary: Mars' chief brand officer explains how brands stay relevant through calculated risks. Mars' Rankin Carroll says brands must answer 'why us?
- Keywords: mars snacking, rankin carroll, brandweek 2026, snickers ai experiment, creative risks, ai marketing, brand relevance, marketing leadership, Adweek
- Source: Adweek — https://adweek.com/brand-marketing/brandweek-2026-the-why-test-behind-mars-boldest-ideas-ft-rankin-carroll
- Author: Jenny Rooney
- Published: 2026-11-06T16:47:17+00:00
- Read time: 1 min
- Topics: mars snacking, rankin carroll, brandweek 2026, snickers ai experiment, creative risks, ai marketing, brand relevance, marketing leadership
## The Why Test
Mars' chief brand officer explains how brands stay relevant through calculated risks.
## Snickers AI Experiment
Mars ran a 2023 Snickers AI experiment with ten tech partners, legal and security teams, and 8,000 blocked words.
## Why Us? Why This Brand?
Rankin says brands must answer 'why us? why this brand?' before taking bold creative risks.
## Next Generation Training
Rankin expects marketing to look completely different within three years and lacks answers for junior marketer training.
## AI Ownership
CMOs need to own the AI agenda instead of leaving it to scattered pilots.
## Key takeaway

Mars' Rankin Carroll says brands must answer 'why us? why this brand?' before taking bold creative risks.