Snickers, a confectionery brand, created the HUNGERITHM campaign in Australia, which reduced the price of Snickers bars in 7-Eleven stores whenever people were "hangry".

Advertiser: Mars WrigleyBrand: SnickersAgency: Clemenger BBDOCountry: Australia


Problem: Recruiting a new generation into SNICKERS

The 'self-consumption' chocolate bar category in Australia is worth AU$484million but slowing, experiencing just 0.4% growth in 20151.

A factor driving this stagnation is amongst millennials (18 – 35 year olds), where category penetration has declined at 6% since 20072. These consumers are starting to opt for bite-size chocolate or other 'healthier' alternatives instead of a big, satisfying chocolate bar.

However, recruiting this age cohort into brands is critical to help protect future value...

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