Mars, Inc.: The Energy You Crave campaign

Simone Samano

This paper describes how BBDO New York helped to convince discerning, health-conscious consumers that Snickers Marathon was a nutritiously credible energy bar with the great taste of a candy bar.

Mars, Inc.: The Energy You Crave campaign

Simone Samano

OVERVIEW

In October 2003 renowned candy company Mars, Inc.'s newly created food division, Masterfoods USA, began a teaser campaign to let consumers know that a new energy bar was coming their way. Snickers Marathon bars, which came in two flavors, Multi-Grain Crunch and Chewy Chocolate Peanut, hit store shelves in January 2004. The new product was designed to appeal to the loyal candy-bar customer who already used the Snickers bar to satisfy hunger but wanted a healthier, protein-based energy bar more suited to their daily workout needs. The bars were aimed...

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