Snickers: Take back the pleasure of chocolate

Snickers, a chocolate brand, launched a campaign in Japan to compete against low-calorie and functional chocolate.

Campaign details

Brand: SnickersBrand owner: MarsEntrant company: BBDO Japan, TokyoIdea creation: BBDO Japan, Tokyo / Mars Japan, TokyoPR: BBDO Japan, Tokyo / Mars Japan, TokyoMarket: JapanSector: ConfectioneryMedia channels: Compeitions & contests, Magazines - consumers, Mobile & apps, Online video, Product sampling, Social mediaBudget: Up to 500k

Executive summary

The Japanese have forgotten what it's like to enjoy chocolate for purely its pleasure. That is because the "function-based chocolate" trend such as low-calorie chocolates and chocolates with functional health benefits is taking Japan by...

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