Snickers: #HUNGEREPLY

Snickers, the confectionery brand, used social media and packaging to connect with young men and increase sales in Japan.

Campaign details

Brand: SnickersBrand owner: MarsLead agency: BBDO JapanCountry: JapanIndustries: ConfectioneryMedia channels: Packaging & design, Public relations, Social media

Executive summary

This case study is about how Snickers' iconic chocolate bar became a social gadget.

Snickers' flagship product – the single bar – had been in decline due to the shrinking of its core audience, young Japanese guys. To regain their attention we decided to launch the #HUNGEREPLY campaign, in which users could receive a reward by posting a photo with Snickers' new packaging to describe their mood on social media....

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