Mars Chocolate UK launches playful SNICKERS® on-pack promotion


Mars Chocolate UK is launching Who are you?®, a brand-new on pack promotion which will offer consumers an engaging new way to tell their friends when they’re not being themselves. The playful new packaging builds on the iconic SNICKERS® ‘You’re Not You’ campaign – the most successful in Mars Inc.® history. From September, the brand-flag onSNICKERS® packaging will be changed to twenty-one different hunger symptoms including “cranky”, “forgetful” and “drama mama”.

 Snickers Who are you when you're hungry Image

As the world’s number one chocolate bar brand[1], this latest promotion from Mars Chocolate UK is sure to a be a winner with retailers. SNICKERS® core brand message is about giving hunger satisfaction; a driver which is responsible for one in three consumers purchasing chocolate confectionery in the UK.[2]  The promotion has run in America previously where it experienced a strong launch which saw a +10% increase on singles sales YTD.[3]


Who are you?® capitalises on two big current trends. Consumers are increasingly desiring a more personalised and customised experience from brands.[4] At the same time, they are seeking opportunities to engage in content that is share-worthy, and provides a reason to connect with friends and family. To tap into this, SNICKERS® has partnered with LADBible to create engaging social media content that will support the campaign.


Over the course of 2017 SNICKERS® has committed a total of £5.7m in media spend, some of which will support the hunger bars – pushing the promotion throughout the year.


Bep Dhaliwal, Trade Communications Manager – Mars Chocolate UK, said: “This on pack promotion is the perfect next step for the “You’re Not You” campaign as it gives consumers to engage with the concept. 


“Rooted in cutting edge shopper and consumer insight, we’re confident this promotion can help drive growth across the singles category, boost sales for retailers, and provide consumers with a great chance to have a laugh with their mates.”


The twenty-one hunger symptoms are: “Moaner”, “Faffer”, “Done In”, “Miffed”, “Broken”, “Irritable”, “Grouchy”, “Numpty”, “Stroppy”, “Yawner”, “Sluggish”, “Mardy Bum”, “Grumpster”, “Knackered”, “Sleepyhead”, “Lazy Bones”, “Fuzzy Head”, “Wiped Out”, “Complainer” and “Drama Mama”.


Author: kimbarnard

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