Agency: Clemenger BBDO Melbourne
Chocolate bars are one of the most frequently promoted categories in food.
Each week shoppers face an onslaught $1 bars or 2 for $3 offers, which has led to over 50% of all convenience store purchases now happening on promotion.
SNICKERS needed to find a way to tell its ‘YOU’RE NOT YOU WHEN YOU’RE HUNGRY’ story that rose above the noise of price tickets.
But we needed to do so in a way that leveraged the ‘discount hunting’ behavior millennial consumers want and retailers demand, rather than fight against it.
Based on the above, we set the following objectives:
1. Drive reach of SNICKERS brand communications to over 2 million Millennials beyond TV
2. Increase sales of SNICKERS in a key retailer by 10%, ultimately delivering category growth for the customer
- Product Catalog Sales
- Store Visits
Facebook Products Used
- Video Link Ad
- Image (Photo)
- Website Link Ad