Snickers: Hunger-Free Airlines

Jenny L Hanghal, Katy Guan

Confectionery brand Snickers partnered with one of China's biggest domestic carriers, China Eastern Airlines, to develop hunger-free flights and grow market share.

Campaign details

Brand: SnickersBrand owner: Mars ChinaLead agency: BBDO ChinaContributing agencies: MediaComCountry: ChinaIndustries: ConfectioneryMedia channels: Competitions & contests, Events & experiential, Merchandise & free gifts, Online display, Online video, Outdoor, out-of-home, Packaging & designBudget: 1 - 3 million

Executive summary

Chinese New Year (CNY) is the biggest festival in China, with celebrations lasting over two weeks. It is a season of family reunions, endless feasting and exchange of gifts. Unsurprisingly, CNY is the most profitable season for the chocolate category, with multiple brands offering customised...

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