Campaign details

Brand: Snickers
Brand owner: Mars China
Lead agency: BBDO China
Contributing agencies: MediaCom
Country: China
Industries: Confectionery
Media channels: Competitions & contests, Events & experiential, Merchandise & free gifts, Online display, Online video, Outdoor, out-of-home, Packaging & design
Budget: 1 - 3 million

Executive summary

Chinese New Year (CNY) is the biggest festival in China, with celebrations lasting over two weeks. It is a season of family reunions, endless feasting and exchange of gifts. Unsurprisingly, CNY is the most profitable season for the chocolate category, with multiple brands offering customised gift boxes and products for the occasion.

However, due to consumers not associating Snickers with the festivities or seeing it as an appropriate CNY gift, the festival impacted the brand’s annual sales performance, with sales usually dropping by almost 11% every CNY.