Snickers: The Chocolate Bar That Keeps You Going

Snickers, a beloved chocolate bar brand, boasts a delightful combination of nougat, milk chocolate, caramel, and peanuts. The tasty treat is crafted by Mars, Incorporated, an American company with a rich history in confectionery. Notably, Snickers’ global sales surpassed an impressive $3 billion mark back in 2012.

Here is a timeline of the history of Snickers:

• 1930: The first Snickers bar is manufactured in Chicago and sold for five cents. The bar is named after the favorite horse of the Mars family.
• 1935: Snickers bars are introduced in the United Kingdom and Ireland, where they are marketed under the name “Marathon.”
• 1970: Snickers bars are introduced in Canada.
• 1980: Snickers bars are introduced in Australia.
• 1989: Snickers ice cream bars are introduced.
• 1990: The name of the Snickers bar in the United Kingdom and Ireland is changed to Snickers, to align with the global name.
• 2000: Snickers bars are introduced in China.
• 2005: Snickers bars are introduced in India.
• 2011: Snickers Peanut Butter Squared bars are introduced.
• 2015: Snickers becomes the official candy bar of the NFL.
• 2020: Snickers bars are introduced in South Korea.

Originating in the United States, Snickers came into being in 1930, thanks to the ingenuity of Frank Mars. Initially named Marathon, the bar underwent a rebranding in 1937, eventually adopting the iconic moniker “Snickers.” Rapidly gaining popularity, Snickers soon won the hearts of Americans and made its way to various corners of the world during the 1950s.

Snickers’ Iconic You’re not You when You’re Hungry Campaign

One of Snickers’ most iconic marketing campaigns is the “You’re not you when you’re hungry” series, which has left a lasting impact on consumers worldwide. These humorous advertisements showcase relatable scenarios and unexpected transformations, effectively conveying the message that Snickers satisfies hunger and brings individuals back to their true selves. This campaign has become a cultural phenomenon, associating Snickers with the solution to satisfying cravings and regaining focus.

Logo Evolution and Brand Identity

Over the years, Snickers has evolved its logo design to stay relevant and maintain a strong brand identity. The brand has gone through several logo changes, from the original bold uppercase letters in the 1930s to a minimalist approach in 2020. These logo transformations not only showcase Snickers’ ability to adapt to changing trends but also generate buzz and engagement with its audience. By striking a balance between familiarity and novelty, Snickers maintains a fresh and modern appeal while reinforcing its reputation as a satisfying and delicious chocolate bar.

Strategic Collaborations and Partnerships

Snickers has leveraged strategic partnerships with popular figures and events to boost brand visibility and reach. Collaborations with celebrities like Betty White and partnerships with the NFL have created engaging advertisements that resonate with consumers. By aligning with well-known personalities and events, Snickers strengthens its connection with its target audience and maximizes its promotional impact.

Engaging on Social Media

Maintaining a strong presence on social media platforms, Snickers engages with consumers through witty posts, interactive contests, and influencer partnerships. By fostering a sense of community and encouraging user-generated content, Snickers keeps its online presence active and vibrant, allowing for deeper connections with its fans.

Limited Editions and Seasonal Variations

Snickers consistently keeps its marketing efforts fresh and exciting by introducing limited-edition flavors and seasonal promotions. These exclusive offerings create a sense of urgency and excitement, encouraging consumers to try new variations and actively engage with the brand. For example, the release of the Snickers Crisper, a limited edition variant with a crispy rice and caramel center, generated significant attention and interest.

Integrated Marketing Campaigns

Snickers ensures consistent messaging across various marketing channels, creating integrated campaigns that amplify the brand’s impact. By aligning their Super Bowl commercials with ongoing campaigns, Snickers maximizes exposure and generates buzz during major events.

Sponsorships and Product Placement

Snickers sponsors various events and sports teams to increase brand visibility. Notably, its sponsorship of the NFL prominently features Snickers’ logo and advertisements during games, reinforcing the brand’s association with energy and satisfaction. Additionally, Snickers strategically places its candy bars in movies, TV shows, and other media forms, further increasing brand exposure and positioning itself as a go-to snack for moments of hunger and craving.

Takeaways for Marketers

Snickers’ marketing journey serves as a testament to the power of innovative and engaging strategies. Start-ups can draw inspiration from Snickers’ success by incorporating similar approaches into their campaigns. Understanding the importance of emotional connections, integrated marketing, and creating a sense of exclusivity can help captivate target audiences and leave a lasting impression. Snickers’ creative marketing approach has transformed a candy bar into a cultural phenomenon, demonstrating that bold and inventive strategies can lead to enduring success in the competitive confectionery market. As marketers, we can learn from Snickers and embrace our own marketing magic to make a significant impact in our respective industries.

SWOT Analysis of Snickers

Strengths

1. Strong Brand Name: Snickers has maintained its brand value over the decades, making it instantly recognizable and eliminating the need for elaborate introductions.
2. Efficient Distribution: The company boasts an efficient distribution network that ensures the product is readily available across various selling points, maintaining ample inventories.
3. Attractive Packaging: The signature brown-colored packaging, with bold capital letters spelling out “Snickers,” establishes the brand’s presence in consumers’ minds.
4. Great Taste: The delightful combination of caramel, peanuts, and milk chocolate appeals to consumers’ taste buds, fostering strong emotional attachment.
5. Unique Selling Proposition: Snickers’ positioning as a reliable food item to consume when hungry sets it apart from other chocolate bars, creating a distinct image in consumers’ minds.
6. Sponsor of Major Events: Snickers’ association with major international events has solidified its global presence and established it as a renowned brand worldwide.
7. Nutrition: Snickers’ nutritional content and advertising messages position it as a favorable nutrition item, especially for fitness enthusiasts and bodybuilders.

Weaknesses

1. Considered as Unhealthy Snack: The high-calorie content of Snickers raises concerns among health-conscious consumers, affecting its market position.
2. Limited Portfolio: Snickers’ narrow product range may expose the brand to greater risks in the volatile market.

Opportunities

1. Tapping New Markets: Expanding Snickers’ presence in over 100 countries where it is not widely available offers significant growth opportunities.
2. Organized Distribution in Growing Cities: Focusing on expanding distribution in growing cities and establishing an organized channel for retail chains and small shops can unlock untapped potential.
3. More Variety and Gift Packages: Introducing innovative chocolate products and exploring the gifting domain can increase market share.

Threats

1. Strong Competition: Competitors like Cadbury and Nestle pose challenges, demanding continuous innovation in products, advertising, and execution.
2. New Generation is Health Conscious: Addressing the health-conscious trend with healthier alternatives or diversified products is essential.
3. Ever-Increasing Labor Costs: Effective cost management is crucial to mitigate the impact of rising labor costs on overall expenses.