Snickers: You're Not You When You're Hungry Global Case Study

Agency: Abbott Mead Vickers BBDO
Client: Mars Inc.
Product: Snickers

Objectives

Our three objectives for the work were interlinked:

  1. Regain market share through growing value sales.
  2. By driving penetration for the brand.
  3. Through delivering fame for SNICKERS.

We would achieve this globally by delivering on each in the 58 markets that support SNICKERS around the world.

OBJECTIVE 1: REGAIN MARKET SHARE

In 2009, SNICKERS was still growing, but not at the speed of the other big, global chocolate brands (Chart 1).

Between 2007-2009 SNICKERS growth lagged behind the other big global chocolate brands in both relative and absolute terms


Chart 1 Global incremental value growth 2007-2009