Campaign details
Brand: SnickersBrand owner: MarsAgency: BBDO JapanMarket: JapanSector: ConfectioneryMedia channels: Competitions & contents, Content marketing, Online video, Product samplingBudget: 500k - 1 million
Executive summary
The Japanese have forgotten what it's like to enjoy chocolate for purely its pleasure. That is because the 'function-based chocolate' trend, such as low-calorie chocolates and chocolates with functional health benefits is taking Japan by storm.
This is a story of how Snickers, a brand that takes pride in sweetness and its fulfilling rich taste, stood up to take back...