Snickers had been facing penetration decline among the younger generation. How would we capture this elusive group?
Gaokao, a perfect platform for Snickers. Each year, there are 90-100Mil middle and high school students in China studying for their entrance exams. Our goal was to position Snickers as their ultimate ammunition in keeping their game up in exam season.
In line with the “YNYWYH” brand story, we created hunger monsters, dramatizing what you become when you study hungry: Sleepy Cat, Confused Fish, Agitated, Raging Bull. We brought these monsters to life in a 2D gaming world, possessing and taking over the popular pop group, TFBOYS – with Snickers ultimately defeating the hunger monsters.
We launched on Tencent and Sina Weibo, two of the most popular media platforms among young generations.
- 200m video views, 57% from earned.
- No. 1 brand in FMCG with linkage to exam occasion
- Offtake growth +0.4pts in April
- Won Gold Award/Youth Marketing/APAC Effie