Campaign details
Brand: SnickersBrand owner: MarsLead agency: BBDO JapanCountry: JapanIndustries: ConfectioneryMedia channels: Packaging & design, Public relations, Social media
Executive summary
This case study is about how Snickers' iconic chocolate bar became a social gadget.
Snickers' flagship product – the single bar – had been in decline due to the shrinking of its core audience, young Japanese guys. To regain their attention, we decided to launch the #HUNGEREPLY campaign, in which users could receive a reward by posting a photo with Snickers' new packaging to describe their mood on social media....