MARS Chocolate North America

Debra Sandler - Chief Consumer Officer
Osher Hoberman - Director, SNICKERS & TWIX
Michael McGee - VP, Portfolio Mgmt.
Josh Olken - Brand Manager, COMBOS& KUDOS

BBDO New York *Lead Agency

David Lubars - Chairman, CCO, NA
Gianfranco Arena - SVP, Creative Director
Kathryn Brown - SVP, Sr. Acct. Director
Kirsten Flanik - Managing Director
Peter Kain - SVP, Creative Director
Amy Wertheimer - SVP, Executive Producer

Starcom MediaVest Group

Weber Shandwick

Thomas J. Paul, Inc.

Digitas

Despite multiple attempts, SNICKERS had been unable to tap into the booming peanut butter and chocolate segment dominated by Reeses a brand that had become synonymous with perfection. We decided to embrace the fact that we werent the traditional favorite, and deliver peanut butter as only SNICKERS could. Through the launch of Peanut Butter Squared we asserted that if you like peanut butter and chocolate, youll love peanut butter and SNICKERS. Communications spanned all mediums and SNICKERS Peanut Butter Squared surpassed launch objectives, propelling the franchise to double-digit growth.