Mars, founded in 1920, launched Snickers, which has become the most popular chocolate bar worldwide, selling over 15 million units daily with annual sales of about $424 million. The brand employs a humorous marketing campaign and partnerships with diverse suppliers to boost accessibility and sales, significantly increasing volume during its Super Bowl debut. In response to health concerns, Mars has introduced a calorie cap on its products while announcing initiatives to support women in cocoa development.

3. • Mars, formerly known as` Mar-O-Bar
company, was launched in 1920 in Minnesota
by Frank and his wife Ethel
• By the end of the 1920's, the Mars family was
very successful, and they were on their way to
becoming a world leader in chocolate snack
bars
• In 1932, Forrest, Frank’s son started Mars
Limited in the United Kingdom

5. • Snickers was the name of Frank’s favorite
horses
• Snickers was invented in 1930 and was a big
hit
– Over 80 years later, it continues to be a big hit
• Snickers was formerly called "Marathon" in
the UK
– In 1990, the name was changed to “Snickers”
worldwide

7. • Snickers targets both male and female, young and
old
• Many products were produced over the years
• Some of them are not produced anymore, like
– Snickers Munch and Snickers Duo
• Some only sold in specific countries, like
– Snickers The Lot (Crispy pieces in a thick cream,
caramel, sprinkled with a large amount of nuts,
covered in chocolate) it is only available in Australia
and New Zealand

17. • Having an average price per unit: $1.04
• Around $424 million in sales per year
• Snickers is the most popular chocolate in U.S.
and worldwide
• More than 15 million Snickers are produced
each day
• Snickers also dominates the snack size
category
– It sells more than 48 million units in 52 weeks

18. • Snickers has a significant international
presence in more than 73 countries
• Supporting the development of diverse
suppliers by partnering with advocacy groups
• These organizations provide diverse
– businesses with access to capital, markets,
training and mentoring opportunities
• At a market level, Snickers support regional
organizations

19. • Working with diverse suppliers at both tier-1
and tier-2 levels
– Tier-1 suppliers are those which sell to Mars
directly
– Tier-2 suppliers are companies that sell to
Snickers' main suppliers

20. • Snickers is a convenience product
– It is sold in all the supermarkets and grocery
stores

21. • In recent years the brand has been backed by
major media investments
• They use the hunger basic need as the
leverage point
– 'You're Not You When You're Hungry' is their value
proposition

22. • Snickers wanted the message to appeal to
many audiences in different countries
– The objective of this campaign was to give
Snickers a truly global brand idea
• Snickers knew they had to promote their
brand as the most salient, successful brand in
the market

23. • The overall goal was to grow value sales every
year and to increase the reach of their
message
• Snickers had an 'unwritten' objective for the
United States
– Through research Snickers found a consistent
theme regarding the male psyche
– When guys get hungry, they're simply not
themselves

24. • Snickers showed the brand attributes as
fulfilling, nutritional, and a convenient snack
• These attributes lead the consumer to their
desired state
• Personal values include comfortable and
pleasure

25. • Snickers main appeal in this campaign was
humor
– Humor causes the audience to watch, laugh, and
most importantly remember the ad
• Created brand recall which lead to brand
awareness

26. • Snickers used older iconic celebrities for their
ads
• All had very similar characteristics including
likeability
• Celebrities were in place to show the audience
that you're not yourself when you're hungry

27. • Snickers chose to deliver their campaign
through a variety of media channels
• The marketing analysis allowed them to
become a strong local brand
• They scheduled their campaign to debut
during the first commercial break in the 2010
Super Bowl
– It costs between $2 and $5 million

28. • The debut ad starring Betty White rated
number one on the USA Admeter
• The campaign increased their volume sales by
8%, while single Snickers volume increased by
13.4%
• Snickers won the 2011 Effie Global Gold
Award
• They used a simple idea that united 43
markets across 5 regions

29. • Having an average price per unit: $1.09
– Around $417 million in sales per year
– Around 384 unit sales. M&M’s are the second-most
popular chocolate candy in U.S.
• M&M’s are the second-most popular chocolate
candy in U.S.
• The candy has achieved many milestones,
including being the first candy to be sent into
outer space
– M&M is also produced by Mars

30. • Having an average price per unit: $1.21
– Around $420 million in sales per year
– Around 347 unit sales
• Reese’s is now the third most-popular
chocolate

31. • Having an average price per unit: $1.05
– Around $261 million in sales per year
– Around 249 unit sales
• Hershey’s is the fourth most popular
chocolate candy

32. • Having an average price per unit: $1.09
• Around $210 million in sales per year
– Around 192 unit sales
• Kit Kat is the fifth most popular chocolate
candy

33. • Mars Inc., the manufacturer of Snickers and many
other convenience store treats, has decided to phase
out chocolate products that exceed 250 calories per
portion
– Mars is implementing the 250-calorie threshold as part of
an agreement with Partnership for a Healthier America (a
non-profit organization that aims to “broker meaningful
commitments” from commercial food manufacturers like
Mars to “end childhood obesity)
– The new Snickers calorie cap is also notable for the way in
which it illuminates the way anti-obesity advocates tend to
view the world

34. • A “fun-size” Snickers bar contains 80 calories. A
Snickers Mini contains 42.5 calories
• In the case of Mars’ candy bar purges and calorie
caps
– “making the healthy choice the easy choice” is
achieved not by expanding choices but rather by
narrowing them
• This tactic may improve corporate profits and
help the most avid Snickers eaters shed a few
pounds

35. • Mars is also announcing that it will be
implementing a set of actions in the short,
medium, and long-term that will help Mars
Chocolate and the cocoa industry evaluate
and strengthen their current programs to
ensure that women are able to fully
contribute to and benefit from development
programs in cocoa

36. • Mars recognizes that the most effective way
to address socioeconomic challenges in cocoa
communities around the world is to work
comprehensively and holistically