Snickers: You're Not You When You're Hungry Global Case Study
Agency: Abbott Mead Vickers BBDO
Client: Mars Inc.
Our three objectives for the work were interlinked:
- Regain market share through growing value sales.
- By driving penetration for the brand.
- 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