This Campaign Increased Sales by 7%

I am not sure but the theme was the same. I bet you know this better 🤔

So, that was an artificial forest environment in which a real chimpanzee was on display. People flocked in lines to see this animal 🥺 But the animal was in the hidden corner of the forest as visitors struggled to find it.

Meantime, a young lady felt so hungry that she opened a Snickers bar, and the chimpanzee pulled the girl in for the CHOCOLATE BAR.

You remember, now? I saw that commercial by Snickers a long time ago ⏳

But that was so good that I (many) couldn't forget it.

And what is the result of such a memorable experience?

Let's see!

Snickers, one of the world's best-known candy bars, has been a staple in Mars Incorporated’s portfolio since its launch in 1930.

Known for its signature tagline, “You’re Not You When You’re Hungry,” the brand has grown into a $3.6 billion global business as of 2023.

Its marketing efforts have secured it a position as a top-selling chocolate bar and also redefined how confectionery brands communicate with audiences.

STP Analysis

Segmentation

Snickers divides its audience into groups based on different factors:

• Age: Snickers mainly target people aged 18–45, typically busy adults or young adults looking for quick snacks.

• Lifestyle: These people often need an energy boost during their day. They might be workers, students, athletes, or anyone needing to stay active and focused.

• Geography: Snickers sells its products worldwide but uses different marketing strategies to match local preferences and buying habits.

Targeting

Snickers focuses on young adults and working professionals who lead busy lives and need a convenient way to curb hunger. This group looks for snacks that are satisfying, tasty, and quick to eat.

Snickers has positioned itself as the ideal solution for when people feel hungry and need instant energy to get back on track.

Positioning

Snickers positions itself as a hunger-fighting snack that is more than just a chocolate bar. Its unique selling point is that it keeps you full and satisfied, solving the problem of “hanger” (hunger-induced anger).

The brand does this using its famous tagline, “You’re Not You When You’re Hungry,” which has been used in campaigns for years to make people relate to the feeling of being irritable or unproductive when hungry.

The brand also uses funny and memorable advertisements to reinforce this message, making it relatable and attractive to various people.

Critical Success Factors:

• Strong, relatable brand image.

• Ability to adapt to changing consumer trends.

• Consistent, creative marketing strategies.

• Robust global presence and distribution.

• High customer loyalty and brand trust.

Marketing Mix

Product

Snickers’ main product is its classic chocolate bar, which has a perfect mix of chocolate, caramel, and peanuts. This combination makes it so popular and different from other candy bars.

They have also expanded into other products like ice cream bars, mini versions, and protein snacks to target different types of customers and keep up with changing tastes.

Price

Snickers costs as a mid-tier snack, not too expensive but not the cheapest. This pricing strategy makes it affordable for most people but still reflects its quality.

They also offer promotions like multi-pack deals and seasonal discounts to encourage people to buy more and boost sales.

Place

Snickers is available almost everywhere - grocery stores, convenience stores, vending machines, and online. They have a strong distribution network that helps the brand reach people, no matter where they are.

In 2022, online sales grew by 18%, showing how important it is to have an easy way for people to buy it online.

Promotion

Snickers’ “You’re Not You When You’re Hungry” campaign is one of its biggest strengths. This funny and relatable idea has been around for years and people love it.

The campaign has helped increase sales in markets like the U.S. by 7% in its first year. To keep the brand fresh, they also use social media for engaging content, influencer partnerships, and interactive posts.

For example, look at this funny reel the brand did on Haloween:

snickers

View more on Instagram

Watch this commercial. Don’t you think Snickers connect with every aspect of life?

And what other better customer engagement strategy did you see than this?

These 4Ps, Product, Price, Place, and Promotion, work together to make Snickers a top-selling, well-loved snack worldwide.

Impact Analysis

Short-term Outcomes

• Increased sales:
  Snickers' clever marketing campaigns quickly boosted sales. For example, when the campaign launched, sales in the U.S. increased by 7% in the first year.

• Brand awareness:
  Snickers’ memorable ads and social media engagement made more people recognize and choose the brand. This immediate attention helped maintain its strong market position.

• Higher customer engagement:
  Interactive social media campaigns and promotions brought more people to Snickers’ platforms.

Long-term Outcomes

• Strong brand loyalty:
  Over time, Snickers built a loyal customer base. People trust it as it satisfies their hunger and choose it again and again, even when new snacks come out.

• Market leadership:
  Snickers has remained one of the top firms in the candy and snack market. Its innovative product line and consistent quality helped it stay ahead of competitors.

• Global expansion:
  The brand strengthened its position in emerging markets like Asia and Africa. That helps the brand secure more global sales and revenue.

• Adaptability and growth:
  Snickers has adapted to health trends by introducing products like Snickers Protein Bars and low-sugar options. That has helped the brand stay relevant with health-conscious consumers while holding its fun and satisfying image.

Final Thoughts

Snickers has been successful because it knows its customers well and meets their needs with a tasty, satisfying, and reliable product. With strong brand recognition and a loyal customer base, Snickers continues to lead in the snack industry.

Future Outlook

• To keep growing, Snickers needs to stay ahead of trends. As people become more health-conscious, options like low-sugar or high-protein bars will be important.

• The brand can also focus more on sustainability using eco-friendly packaging and responsibly sourced ingredients.

• Expanding in emerging markets where middle-class consumers are growing will help increase global sales.

• Finally, digital marketing and e-commerce can help Snickers reach more people and connect with younger audiences.

Would you answer these?

1. How can brands adapt marketing strategies to balance health trends with their core product identity?

2. What innovative product or marketing strategy could Snickers use to attract health-conscious consumers while maintaining its reputation as a satisfying snack?