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SNICKERS
How SNICKERS turned a product news into real sensation

RAN IN: Russia

CLIENT
Mars LLC

AGENCY
BBDO Moscow *Lead Agency


TMA Marketing Services *Lead Agency


MediaCom


PGM Eurasia LLC, Starcom agency


Mint


The Marketing Arm


SUMMARY

SNICKERS activation "Who are you when you're hungry" completely changes the perception of product launches. To bring more attention to the brand, we replace the logo on packs with hunger traits. We augmented the hunger bars with news, anticipated by our audience more than anything else - 5 versions of a new video clip from a popular rap band "Khleb" before its official release. Incredible engagement: 20M views on Youtube, number 1 in annual Youtube LeaderBoard, lots of discussions around in social networks - that resulted with long-awaited positive change in sales dynamics.

CASE VIDEO


Audience: Youth, Generation Z, age 14-24, tech and digital natives  

Objectives: Communicational objectives: 1.Build awareness of the product news within younger audience (14M views of the video) 2.Drive emotional engagement and spark conversations about the brand among younger audience (VTR 23% for digital video, Google benchmark; CTR - 0.30%, MARS internal benchmark) Business goals: 1.Bring sales uplift: +5% in volume (total + modern trade)  

Type: B2C

Language: English, Russian