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

Mars-owned Snickers, the world's largest confectionery brand, was growing globally but not as fast as its rivals.

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

Agency: Abbott Mead Vickers BBDOClient: 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...

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