CA: Snickers Case:Achieving Promotional Integration with a Universal Appeal¾Hunger
Snickers satisfies. A long running brand concept that in the handsof Mars is both consistent and flexible. Even better, it serves as a powerfulemotional anchor for a truly integrated campaign. How does Snickers do it? Theconcept is based on a powerful emotional connection - people get cranky and outof sorts when they’re hungry. This led to the development of “You’re notyou when you’re hungry.” Campaign is a strong platform that works across online(all types including social and microsite as well as the TV ads on youtube),print, outdoor, and TV. It also works across demographics. The concept is truefor everyone. The base level need hunger need (Maslow) is one everyone canrelate to. It also works across cultures and has achieved internationalsuccess. In short, the campaign works. Snickers was losing share, now it’s ontop. Many of the ads have won awards/gone viral.
Attached is the case study.
1. Which promotional mix elements does Snickers use?
2. How does thisSnickers campaign demonstrate the characteristics of promotional integratio
3. What grade would you give Snickers on promotional integrationeffectiveness? Explain
4. What challenges does Mars Inc. face in maintaining thesuccess it has achieved with the “You’re not you” campaign?
What recommendations would you make to Mars Inc. forfuture Snickers promotional efforts?
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