Marketers can’t help but feel a bit envious of SNICKERS.
Its global brand platform ‘YOU’RE NOT YOU WHEN YOU’RE HUNGRY’ cuts-through with engaging stories of Betty White being tackled into mud or Mr. Bean as a mistake-prone Ninja.
But there’s a few battles for SNICKERS beyond its iconic TV ads.
Chocolate bars are one of the most frequently promoted categories in Food.
Every week shoppers are spruiked with ‘$1 each’ or ‘buy 2 for $3’ from a range of much-loved brands. Shoppers are being trained to look out for the little yellow price ticket and not always the brand they want. This has resulted in 56% of chocolate bar sales now being sold on promotion in convenience channels.
Adding to the challenge is the increased dominance of retailers demanding stricter terms of trade.
Australia’s two major Grocers, Coles and Woolworths, demand exclusive product lines, significant trade expenditure and slashed price points just to get your brand in the door. Such behaviour is becoming common in the Convenience channel; a heartland for chocolate bars.
It’s now just as important to grow their
business as your own.
And finally, the elusive Millennial.
A major factor driving category stagnation is amongst Millennials (18 – 35 year olds), where category penetration has declined at 6% since 2007 as they are starting to opt for bite-size chocolate or other ‘healthier’ alternatives.
Recruiting this age cohort into brands is critical to help protect future value, given repertories can become ‘fixed’ in one’s early 20’
But their preferences have shifted away from the TV screen and towards the smart phone or laptop We couldn’t just rely on our distinctive TV copy to engage or reach them.
We needed to find a way to make the SNICKERS story more relevant to Millennials when it seemed that price was everything.