MARS Japan

Emiko Tawara, Director of Snack food dept. MARS Japan
Miyuki Kanda, Brand Manager MARS Japan
Tomoko Takazawa, Corporate Affairs Director MARS Japan

BBDO Japan *Lead Agency

Kaori Yatsu, Head of Planning BBDO Japan
Masaki Honda, ECD BBDO Japan
Sayumi Taniya, Account Executive BBDO Japan
Seiichiro Komazaki, Engagement Planning Director BBDO Japan
Tatsuro Kumaki, Planner BBDO Japan
Yasuhiro Ishiyama, Associated Planning Director BBDO Japan
Yuko Watanabe, Business Director BBDO Japan

The sales of Snickers’ main product, - the single bar - had been in decline due to the gradual loss of its core audience, especially Japanese teenagers. To recover them, we launched the “#HUNGEREPLY” campaign in conjunction with the repackaging as a Hunger Bar, and established a platform where young people could participate on Twitter and satisfy their craving for recognition by receiving a special reply from popular anime idols. The popularity of the campaign, and renewed relevance of Snickers generated an upswing of 23-28% sales.