Client: Mars
Brand: Snickers
Campaign: Giving Snickers some nuts
Category: FMCG

Snickers communications across Europe felt like something of a patchwork quilt; a mishmash of individual pieces of communication that consumers were forced to sew together to form something of an eclectic overall design. Consequently, guys were forgetting the brand existed and dropping Snickers from their repertoire. With the same budget, our mandate was to create a multi-market campaign that would connect with young guys across six different European countries. However, Mars felt sure that cracking a great international campaign wouldn't just be about producing great communications. The Mars philosophy is to give local markets the freedom to craft their own ideas, so success wouldn't just mean creating some pan-European ads; it meant developing a communications framework that would retain their excitement and involvement so they would make it a local success themselves.