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Snickers
Snickers World Wrestling Entertainment at Dollar General

RAN IN: United States

CLIENT
Mars Wrigley Confectionary

AGENCY
Integer *Lead Agency

Tracy McElligott, Shopper Marketing Manager
Jess Donato, Senior Associate Brand Manager
Matt Silvestri, Group Account Director
Katie Morgan, Account Director
Bradley Hilton, Creative Director
Steve Gammel, VP Creative
John Stadler, Associate Creative Director
Brian Denison, Senior Copywriter
Mia Cupidro, Art Director
Casey Schoelen, Associate Insight & Strategy Director
Shannon Schorsch, Media Activation Manager


MediaCom

Jill Cruz, VP Shopper


Quotient Technology

Susan Bennett, Director of Sales, Shopper Marketing


SUMMARY

Dollar General is a growing retailer with a unique shopper, one that defines value as price discounts. As the retailer expanded, our category and competitors saw growth. However, Snickers was in decline. By delivering shoppers an exclusive digital experience rooted in shoppers’ WWE fandom, Snickers was able to redefine the value equation by giving shoppers something priceless. This unique offer reinvigorated the Snickers brand in the eyes of Dollar General shoppers, resulting in brand growth that outpaced the category and the competition.

CASE STUDY

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CASE VIDEO


Hero Medium: PACKAGING

Medium Featured On Video: BRANDED CONTENT,INTERACTIVE/ONLINE,OOH,PACKAGING,PR,RADIO,RETAIL EXPERIENCE,SOCIAL MEDIA,SPONSORSHIP,TV,USER GENERATED

Audience: The Dollar General shopper

Objectives: Increase sales, volume

Type: Business to Consumer

Language: English