Mars Chocolate UK is launching ’Who are you?’, a new on pack promotion offering consumers an engaging new way to tell their friends when they’re not being themselves.
The new packaging builds on the iconic Snickers ‘You’re Not You’ campaign – the most successful in Mars Inc. history. From September, the brand-flag on Snickers packaging will be changed to twenty-one different hunger symptoms including “cranky”, “forgetful” and “drama mama”.
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 (Mars Chocolate Category Vision. Nielsen 2016).The promotion has run in America previously where it experienced a strong launch which saw a +10% increase on singles sales YTD (Mars Chocolate Category Vision. Nielsen 2016).
Who are you? capitalises on two big current trends. Consumers are increasingly desiring a more personalised and customised experience from brands (Nielsen Upfront perspectives). 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.
Bep Dhaliwal, trade communications manager at Mars Chocolate UK, said: “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.