Masterfoods – SMS Icons

The Italian chocolate market is small but complex, due both to its seasonality and the strength of its competition.

Masterfoods – SMS Icons

Agency name: ADF&R Client name: Masterfoods Category: Integrated communication Country: Italy


The Italian chocolate market is quite a small market but a very complex one, due to its seasonality and the strength of its competitors (Ferrero is the market leader with a 68% share, and Nestlé). Moreover, in 2005/2006 it was suffering from a decrease in sales (−1%).

The great challenge for Masterfoods was to create a presence with a promotional activity that involved all of its brands (Mars, Twix, Bounty, Snickers, M&M's) to run in September, the very beginning...

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