As the market for mints has grown it has also become more diverse. In the past there was only one Polo which was targeted at the general public of mint eaters. There tended to be a single message which was put over through advertising and promotion to this market. Selling to a single market in this way is called undifferentiated marketing i.e. you sell the same product, at the same price, through the same distribution channels, with the same advertising and promotion to an undifferentiated target group. The new strategy involves widening and deepening this market by using differentiated marketing.