Mars, Inc.: Snickers Cruncher campaign

This paper describes how Mars Inc launched Snickers Cruncher with a $40 million (approx £20 million in 2008) television and print campaign that was liked ‘a lot’ by 61% of 18-24 year olds.

Mars, Inc.: Snickers Cruncher campaign

Candice L. Mancini

OVERVIEW

Mars, Inc., which entered the candy business in 1922, has long been one the top sellers of candy bars in the world. Also notable was that Mars, founded by Forrest Mars, Sr., has remained a privately owned family business, and the company has historically been run in an atmosphere of mystery. Mars has kept its formulas and business practices behind a wall of secrecy, and it has also ventured into new products with extreme caution. Yet the Snickers Bar, introduced in 1930, had long been the top-selling candy bar...

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