Snickers: the case for positioning evolution
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Snickers' positioning has evolved over time from 1990-2012. It was initially positioned as a meal replacement and source of energy using bold fonts and references to horses in ads. In 2010, Snickers adopted the global brand idea of being a "hunger satisfier and energy booster" that helps improve mood. This idea was highly successful, driving an 8% sales increase in the US. The "You're Not You When You're Hungry" campaign exemplified this positioning change, conveying a consistent message across 40 markets through qualitative research into consumers' psyche. Snickers' positioning has smoothly evolved while staying true to its core DNA as a candy bar.
Snickers: the case for positioning evolution
- 1. Defining Positioning Evolution Ali Salama
- 2. Brand selected: Industry: Confectionery Material reviewed: TV Ads – Advertorials – Press Ads – Web banners Period reviewed: 1990 - 2012
- 3. Snickers is a meal so: • Bold masculine font Beat Your Hunger • Snickers is a name of a horse which reflects power • Reflects athletic youth brand Snickers provides energy so: You Don’t Stop
- 4. Emotional appeal, with no rational reference* ,that position Snickers as a hunger-satisfier meal and energy provider rather than a candy bar. * Snickers doesn’t provide more calories when compared to most of marketed candy bars
- 5. * As per kotler’s definition
- 6. • • *According to BBDO/BBDO New York brief ** “You’re Not You When You’re Hungry” campaign was based on qualitative research in 40 region to dig deeper into the male psyche and they came up with consistent theme across each of them was that men seek acceptance amongst their mates
- 7. Hunger satisfier Energy Booster Mood adjuster
- 9. 1- Snickers 2- Inspite of being in the 3- “You’re Not You When confectionary industry You’re Hungry” is one of positioning is unique, since 1930, snickers the most successful global yet broad to started adopting the global campaigns that was able accomodate the brand idea ,only, in 2010 to be stretched across 40 smooth and continous and with huge sucess. markets and drive real evolution of the business results. positioning without * Growing total volume sales by detachment from * Awarded Gold Effie Winner 8% in USA after 3 months and Snickers DNA. award for the best global acheiving the 4th best selling branding campaign in 20111 candy in 20112
- 10. 1. Effie® Awards: http://www.effie.org/ 2. http://www.cnbc.com/id/43847058/America_s_Favorite_Cho colate_Candies 3. http://www.weightlossresources.co.uk/calories/calorie_counter/c hocolate_sweets.htm