Snickers: Take back the pleasure of chocolate

Confectionery brand Snickers grew sales of its single chocolate bar in Japan through a YouTube and Twitter manga-based campaign that highlighted the fulfilment gained from eating chocolate.

Campaign details

Brand: Snickers Brand owner: Mars Agency: BBDO Japan Market: Japan Sector: Confectionery Media channels: Competitions & contents, Content marketing, Online video, Product sampling Budget: 500k - 1 million

Executive summary

The Japanese have forgotten what it's like to enjoy chocolate for purely its pleasure. That is because the 'function-based chocolate' trend, such as low-calorie chocolates and chocolates with functional health benefits is taking Japan by storm.