Mars is launching three limited edition Snickers Bars. From October, consumers will be able to choose between Snickers More Caramel, Snickers More Choc, which is brand new for 2014, and Snickers More Nuts, which, for a limited period, will replace the original Snickers bar.
The Snickers limited editions are sure to excite shoppers in-store, and retailers are advised to stock-up now to capitalise on the opportunity. The activity will fully embrace the strength of the Snickers brand, which is the UK’s second largest bar brand, and is supported by approximately a £3m media spend across the campaign.
Coinciding with the new Snickers blockbuster TV ad launch featuring a global icon (watch this space!), the in-store campaign ‘Who Are You When You’re Hungry?’ will be driven by POS materials, such as pop-up dumpbins and HOD units. The bars will be available in stores across the UK while stocks last.
Tony Lorman, Retail Excellence Director, commented: “This is a first time that we are launching three limited edition bars together. We know shoppers are particularly attracted to NPD and with added support from a new ad campaign there is a big opportunity for retailers to use in-store display to drive consumer excitement. Last year we found that Snickers More Caramel drove additional penetration to the total brand and we’re sure it will drive new customers in-store to try the range and choose their favourite from More Nuts, More Choc or More Caramel”.
