Campaign details

Brand: Snickers
Brand owner: Mars
Lead agency: BBDO Japan
Country: Japan
Industries: Confectionery
Media 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.

The campaign immediately became a hot topic of conversation and the Snickers chocolate bar turned into a social gadget for this audience, generating an upswing in sales.

Market background and cultural context

Market background