CLIENT
Mars Chocolate North America
Bob Gamgort, Pres.- CEO North America
Roula Kamhawli, Chocolate General Manager
Janis Smith-Gomez, VP Mktg.- Chocolate BDT
Molly Meek, Mktg. Manager- Snickers Marathon
AGENCY
Wil Boudreau, SVP- Creative Dir.
Rick Midler, SVP- Creative Dir.
Robert McKinley, EVP- Worlwide Acccount Dir.
Robert Rawley, EVP- Regional Account Dir.
Rebecca Maxymuik, VP- Account Dir.
Charlie Miesmer, Vice Chairman- Sr. Exec Creative Dir.
SUMMARY
The 2004 SNICKERS MARATHON "Energy You Crave" campaign successfully introduced a new great tasting energy bar under the SNICKERS brand name. This effort capitalized on the trend towards healthier snack foods and enabled Masterfoods to remain competitive in the category. The launch exceeded expectations for communications effectiveness and catapulted MARATHON into head-to-head competition with energy bar leaders Power bar and Balance Bar.
