Mars, Inc.: The Energy You Crave campaign

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...