For more than 20 years, Snickers has struggled in the Japanese market. A crowded category and a perception as an “American Brand” for extreme occasions limited the ability of the brand to grow.
In 2010, Snickers started new global campaign, “You’re not you when you’re hungry”. With a new powerful universal platform and strong local insights, we started doing work that tapped into the young Japanese mindset, and that really started to change people’s impressions about Snickers. Over four years we were able to build the brand in a more relevant way, and we found ways to develop Snickers-centric ideas that appealed more broadly.
Note: Results are confidential