|Authors: 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!