On Strategy Showcase A look back on Snickers' strategy with the team that shaped it
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Dec 2, 2023 Rankin Carroll and James Miller discuss the untold story behind Snickers' iconic campaign. They delve into the type of strategy provided by PBDO and highlight the importance of collaboration. The state of the Snickers brand and business is explored, as well as the debate between focusing on hunger or energy. The success and impact of the campaign featuring Betty White and Aretha Franklin is discussed, along with the evolution of Snickers' brand strategy.
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Snickers as an Unpolished Jewel
- Snickers was a healthy brand but grew slower than KitKat and lacked consistent global brand identity.
- It was seen as an unpolished jewel with huge potential thanks to its iconic product recipe since the 1930s.
Impact of Inconsistent Messaging
- Snickers growth suffered due to inconsistent messaging and branding across markets.
- Local markets had distinct and varied campaigns, causing diluted global momentum and fragmented brand identity.
Hunger vs Energy Debate
- The brand debated between focusing on "hunger" or "energy" but chose hunger as a universal, relatable insight.
- Hunger and energy were recognized as two sides of the same coin aligning with Snickers' product benefits.