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SNICKERS
How using context correctly can help a brand in a challenging season

RAN IN: Russia

CLIENT
Mars LLC

AGENCY
BBDO Moscow *Lead Agency


Starcom


MediaCom


SUMMARY

Summer period is a hard time for chocolate category due to the season sales decline. Moreover, SNICKERS business core audience (all Russians aged 14-30) is inconspicuous group (just 20% from whole Russians) when we are talking about neutralizing summer sales decline. We decide to exploit Russians unity around the biggest football event, to start a promo campaign, that activated various consumer age segments beyond business core. The result was excess of planned sales numbers in Q2 2018 comparing to Q2 2017 in terms of value: 7.4% and on 9.3% in terms of volume. So, we have overcome immutable category law.

CASE VIDEO


Audience: A broad audience that would help SNICKERS to push back against the seasonal sales drop in summer.

Objectives: Communications goals:Building knowledge for a wide audience about the SNICKERS football promo campaign. Cover at least 40% of Russia’s total population (the whole Russia 14+)Stimulate participation and promo code registration among various age segments outside the business core range: Russians aged 14 to 30.Business goals:Achieve an increase in sales in Q2 2018 by 5% in value and by 5% in volume compared to Q2 in 2017.

Type: B2C

Language: English, Russian