Advertiser: Mars Wrigley
Agency: Clemenger BBDO
Problem: Recruiting a new generation into SNICKERS
The 'self-consumption' chocolate bar category in Australia is worth AU$484million but slowing, experiencing just 0.4% growth in 20151.
A factor driving this stagnation is amongst millennials (18 – 35 year olds), where category penetration has declined at 6% since 20072. These consumers are starting to opt for bite-size chocolate or other 'healthier' alternatives instead of a big, satisfying chocolate bar.
However, recruiting this age cohort into brands is critical to help protect future value given repertories can become 'fixed' in one's early 20's3.
It's never been more important for SNICKERS to be noticed by an increasingly hard-to-reach target.