CLIENT
Mars Wrigley
Jayesh Shah, Marketing Director – US Ice Cream
Meredith Mosconi, Brand Manager, Ice Cream
Cleyana Mayweather, Brand Manager, Ice Cream
AGENCY
Molly Gasch, Strategy Director
Yin Chung, EVP, Group Planning Director
Scott Mahoney, SVP, Creative Director
Dan Oliva, SVP, Creative Director
Lisa Piliguian, EVP, Senior Director
Lindsey Mawhee, VP, Account Director
Emily Cook, Account Supervisor
Cam D'Auria, Strategy Director
Brian Brydon, VP, Director of Communications Planning
Peter Kain, Executive Creative Director
Gianfranco Arena, Executive Creative Director
David Lubars, Chief Creative Officer, Chairman
Susannah Keller, EVP, Global Business Leader, Mars
Andrea Ring, Chief Strategy Officer
Kirsten Flanik, President & CEO
Weber Shandwick
Gabrielle Sagers, SVP, Mars Wrigley & Mars Food
MediaCom
Janine Serio, Partner, Planning Director
Holly Tod, Media Supervisor
SUMMARY
Overshadowed by category giants with bigger budgets and competing in a category few associate with SNICKERS or hunger, SNICKERS Ice Cream needed a distinct and compelling story to attract new and lapsed buyers.
The campaign leaned into a hidden truth of summertime to tee up the emotional problem-state that leads to ice cream purchases.
It worked.
For the first time in recent history, we outperformed the frozen novelty category by 5x with 15.2% YOY growth vs the category’s 2.9%.
