Campaign details
Brand: SnickersBrand owner: Mars JapanLead agency: BBDO JapanContributing agency: One to Ten Inc.Market: JapanIndustries: ConfectioneryMedia channels: Gaming & in-game advertising, Mobile & apps, Online video, Social mediaBudget: Up to 500k
Executive summary
For people today, especially younger ones, chocolate is not just a snack, but a connection tool. Competitors sell it as a tool to connect with others when you share it. However, Snickers lacked that physical shareability and that was why it lost its brand position, creating a distance between Snickers' brand...