Kicak Media Holdings will run Snickers' 2013 advertising campaign with the goal of increasing sales by 15% and market share by 0.2% through a "Spin to Win" promotion. The $178.5 million campaign uses fully integrated media like TV, radio, internet and direct mail featuring a prize wheel. Consumers can enter codes from packages online for a chance to win prizes totaling $520,000, including $100,000 grand prize. The promotion aims to reinforce Snickers' fun image and reinvigorate consumers from June to September 2013. Post-campaign evaluations will assess awareness, recall and customer feedback.

1. Presented By Kicak Media Holdings
Inc.
2013 Advertising Campaign

2. Summary of Campaign - 2013
 Overview and Situational Analysis
 Current market situation, last quarters sales,
competition, and overall standing
 Objectives and Goals
 Budget
 Strategy
 Execution Methods – Media and Promotion
 Post Campaign Evaluations

4. Overview and Analysis
 Snickers is owned by Mars Inc., and is 82 years
old.
 As of 2012, Snickers was the top international
confectionery brand.
 Sales suggest an approximate revenue of $3.57
billion for 2012, capturing a 1.8% share of the
market.
 Closest competition is M&Ms, another Mars
brand, with a $3.32 billion revenue in 2012.
 Other competitors include Kraft’s “Trident” brand,
which ranks at #3 for international confectioneries;
Nestle; Ferrero; store brands; and Associated
British Foods.

5. Current Target Demographic
 Snickers is not trying to target a certain market
or demographic, it sees no socioeconomic,
racial or age restrictive boundary, and can be
consumed by anyone.
 Snickers is an inexpensive product, which
doesn’t limit the variety of consumers who can
purchase it. Not only does this product apply to
Americans, but everyone across the globe,
because a tasty candy bar can be satisfying to
anyone.

7. Objectives for 2013
 Increase Sales and Market Share
 The goal of this campaign is to increase sales of
Snickers candy bars (all varieties) by at least
15%, up from 2012.
 A minimum .2% increase in Market Share is
desired, up from 1.8%, bringing Snickers to
dominate the market at 2% globally.
 Secondary Objective is to increase overall
brand awareness and image to existing
consumers.

8. Objectives for 2013, cont.
 Using the Spin to Win Promotion, which will
run in the United States from June 1st 2013 to
September 15th 2013, we hope to reinforce a
positive, fun brand image and reinvigorate
existing consumers.
 We are taking an Integrated Media approach
and are utilizing multiple types of media for a
complete, multifaceted campaign.
 By using multiple vehicles, we strive for an
increased reach across the country.

10. Budget - $178.5 Million
 Since Snickers is such a large and established
company, we are using the percentage of
sales method to determine budget for this
campaign.
 Based on a revenue of $3.57 billion in 2012,
we are granted a budget of 5%, or $178.5
million.
 This is expected to have a ROI of 200%,
assuming an increase in sales of at least 15%
occurs.
 This budget includes the price of all media, as

12. Strategy
 To use various forms of media to generate
excitement about Snickers;
 To create a “fun” image and encourage
multiple/repeat purchases through the use of a
“game” system (using psychological influences);
 To appeal to a broad demographic for maximum
impact;
 To use the Prize Wheel as a recurring theme and
logo for the campaign, and to leave a lasting
impression in consumers minds;
 And to generate an increased interest in the
different product variations Snickers offers.

14. Overview of “Spin to Win”
 Spin to Win – a sweepstakes held nationally
that revolves around the use of a “Prize
Wheel”, for which “spins” can be earned
through various means.
 Will use a fully integrated approach using
many different media, including but not limited
to:
 Television
 Radio
 Internet
 Direct Mail
 Transit/Outdoor
 In-Store Advertising
 Magazine/Newspap
er

15. Promotion Slogan – Spin It to Win It
Throughout the entire campaign, in
addition to the Prize Wheel being a
recurring theme, the slogan,
“Spin it to Win it!”
will be heavily used and reinforced.

17. Prize Wheel

18. Internet – Banner Ads

19. Direct Mail - Postcard

20. Flyer/Magazine

21. Package Design - Wrapper

22. Outdoor – Transit (Bus)

23. Outdoor - Billboard

24. Additional Media
 In addition to the above, Television ads would also
be produced. We decided on a creative that uses
a game show style theme, with minor variations
between them. They are intended to be
humorous, following Snickers’ general attitude and
image.
 Similar radio ads would be produced and released
shortly after TV, when consumers will recognize
the setting.
 Finally, we decided to create stickers to go on
vending machines that dispense Snickers
products, and in-store retail displays with
miniature versions of the prize wheel attached.

25. Social Media
 While the main website will be hosted on it’s
own, we will be designing a Facebook page
specifically for this promotion, with links to win
more codes and generate involvement and
sharing.
 We will also be creating a dedicated Twitter
page where we will encourage consumers to
discuss their winnings and involvement with
the promotion.

26. Details of Execution - Codes
 Codes will be included on every specially
marked package.
 Codes can be obtained on the website,
www.snickers.com/spin, once a day per email
address, and can also be requested via mail.
 Upon obtaining a code, the consumer can
“spin” the wheel virtually on the website in an
attempt to win a prize or more spins.

27. Details of Execution - Prizes
 A set list of prizes will be awarded as follows:
 1 Grand Prize of $100,000;
 2 Runner Up prizes of a yet-to-be determined vehicle,
valued at $35,000 or less;
 10 awards of $10,000 each;
 100 awards of $1,000 each;
 1000 awards of $100 each;
 Additional small promotional items, candy bars, small cash
prizes, and codes redeemable for more spins, not to
exceed a total value of $50,000.
 Combined ARV of all prizes is approximately $520,000.
 Prizes will be handled through MRI (Marketing Resources
Incorporated), a company that specializes in prize
fulfillment.

28. Media – Timing and Placement
 Introduced at the onset of the campaign:
 Internet, Magazine/Flyers, Television, Bus Wraps/Outdoor,
Vending Machine/In Store.
 Introduced one week into the campaign:
 Radio - so TV has a chance to reach viewers.
 Direct Mail – we chose to wait one week on postcards in
order to build anticipation – there will be mentions of the
postcards in one of the TV commercials, suggesting
consumers “look forward” to checking their mail and
receiving a code.
 Campaign will run from June 1st, 2013 until
September 15th, 2013. We are intentionally ending it
before October to avoid conflict with the upcoming
Halloween promotions.

29. Additional Components
 In addition to our IMC approach, we are also
releasing a series of coupons directly tied into the
promotion. These coupons, which can be found in
newspapers and some magazines, as well as in
select store displays, will be “cents off” coupons,
to be worth no more than 50% of the total ARV of
the product, and will be redeemable at most major
retail establishments. Coupons can also be
earned as prizes from the Prize Wheel.
 These coupons are expected to increase sales, as
research has shown that many more American
households are participating in “couponing”.

31. Post Campaign Evaluations
 Throughout the campaign, we will be periodically
evaluating progress through various means, and
keeping a close eye on income.
 At the conclusion of the campaign, we will be
conducting many rounds of awareness and recall
testing during the months that follow.
 This research project has a separate budget, that will
be determined based on the results achieved during
the campaign.
 Our goal is to get feedback from customers on what
they enjoyed about the promotion, what they
remembered, and any negative reactions they may
have had. This will help us going forward with future
promotions and campaigns.

33. “Wrapping” Up
 Snickers is currently the international leader for
confectioneries, but is being closely tailed by
competitors.
 Our objective is to use the Spin to Win Promotion to
give a boost to sales and market share and further
increase Mars’ standing in the global confectionery
market. As the United States is one of the world’s
largest consumers of Snickers, our promotion is
focused in the USA.
 By using a fully integrated media campaign and
adhering to a set budget, it is projected that ROI will
be at least 200%, and sales are projected to grow by
at least 15%.
 In addition to a numerical increase in sales, we also
expect to generate a more positive brand image for
Snickers, as well as generating more repeat

35. Thank