Snickers: Columbia, The Official Soccer Team of Confusion

Snickers, a confectionary brand, increased brand buzz and sales in Colombia during the 2018 Football World Cup by creating a humorous fake team based on a misconception about Colombia.

Campaign Purpose

Snickers was looking for ways to increase sales by reactivating their local communication and connecting with their consumers. The brand identified that it had to activate all points of contact with its consumer, digital, point of sale, and parcel service, to generate an impact that would give relevance to its product in 2018.

The brand was not the closest to the Colombian public and wanted to be relevant during the football world cup Russia 2018. All this without being an Official Sponsor of the National Team.

Campaign Objectives

To have notoriety during this time through a communication that...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands