Case Study: Mars Wrigley drives tens of millions in incremental revenue with Azoma

How Mars Wrigley Is Using Azoma to Lead the Next Wave of AI Retail Search

Mars Wrigley, a global confectionery and pet food company, faced the challenge of adapting to the new era of AI-powered retail search. With the rise of AI shopping assistants like Amazon’s Rufus, Walmart’s Sparky, and ChatGPT Shopping, the company needed a new strategy to ensure its products remained visible and discoverable. To address this, Mars partnered with vendor Azoma to leverage its Generative Engine Optimization (GEO) services.

Azoma implemented a comprehensive solution, optimizing product content across written descriptions, images, Q&A, and review strategies to improve how AI assistants retrieve information. This resulted in significant measurable gains for Mars, including a +17.7% average AI Share of Voice uplift and a +68% year-over-year revenue increase for optimized products. The Azoma-led optimizations drove a +43% revenue uplift compared to a control group, generating tens of millions in incremental revenue and paving the way for a global rollout of the partnership.

Mars Wrigley

Tory Bradley

Director