Snickers - Game on!

This campaign for Snickers chocolate bar reversed a decline of 38% in its key market of men aged 16-24.
Agency: AMV.BBDOAuthors: Mark Fallon and Richard Swaab

Snickers – Game on!

Mark Fallon and Richard Swaab

In a zen-like transformation, Snickers ceased to be a chocolate brand and became a skate brand.


Rewind to 2002.

Despite its long heritage and significant sales, the future for Snickers looked bleak.

Our critical target market has always been 16–24-year-old guys. Snickers is a bulky, substantial eat full of peanut energy, chew and 'weight'. No surprise then that 75% of consumption is male, and that the brand's image has never shown much feminine side!

However, between...

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