snickers ad campaign “you’re not you when you’re hungry”
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SNICKERS
Edmund Siah-Armah, Zarina Mukhamejanova
AGENDA Introduction Problem, Challenges and
Motivation Literature Background MARS: Company Objectives Strategy Marketing Plan Methodology Research Questions and
Hypothesis Coding Guidelines Table of Results Finding the Right Balance Conclusion and Summary Additional Information 1
INTRODUCTIONMars company The world’s largest de-
centralized company Over 58 markets across 5 regions Philosophy of strong central
guidance aligned with a freedom to do what’s right locally (in product flavor, tastes)
Local marketing campaigns Flagship product - SNICKERS
SNICKERS Introduced in 1930 Nut-filled chocolate bar Average price worldwide – $1.4 First candy sent to outer space No demographic, racial or socioeconomic
boundaries The worlds most loved chocolate bar
2
PROBLEM, CHALLENGE AND MOTIVATION
SNICKERS was losing market share Total market $85.5 billionA 0.26% drop in sales $222 million in value sales.
Figure 1. Product Life Cycle
3
LITERATURE BACKGROUNDGlobal advertising strategy (standardization, adaptation)Factors influencing global advertisement campaigns PESTEL Basic human needs - Abraham Maslow’s hierarchy (food, affiliation and self-
esteem) Cultural differences (cultural misinterpretations and misunderstandings)Semiotics
4
MARS OBJECTIVES 1. Reverse declining volume sales,
growing total Snickers volume 2. Stem household penetration
declines and grow penetration „Unwritten‟ objective - To target
niche male population worldwide
Percentage ReportingVery Large BusinessEffect On:
Average Of All Campaigns
Reporting Hard Evidence
Campaigns Aiming To IncreasePenetration
SALES 45% 62%MARKET SHARE
25% 35%
PROFIT 23% 31%PENETRATION 23% 46%
5
STRATEGY Develop and promote a Global Brand
Idea One Communication Appeal applied for
each market Capitalize on Humor appeal (watch,
laugh and remember) Likability o local celebrities Inspire the local brand managers drive sales in order to regain market
share -> increasing penetration First Commercial break during
2010 Super Bowl
6
MARKETING PLAN Campaign planning was done
at a global level by core brand team
SNICKERS DNA -> insight into a male world
A Qualitative Research by MARS reveled that:
There is always a universal code of conduct that needs to be abided by in order to stay part of the male pack (acceptance)
Relationship between hunger, behavior and the SNICKERS brand
Big idea: “You’re Not You When You’re Hungry”
when guys get hungry, they’re actually not themselves and act feminine thereby loosing their role in a pack.
As a proper nut-filled chocolate bar, SNICKERS can sort out that hunger and restore yourself.
A creative and flexible story line for diverse markets.
7
METHODOLOGY3 TV commercials of
USA China Russia
TV is an important tool, reaching a higher proportion of light-buyers than any other channel
Content and Semiotics Analysis
8
RESEARCH QUESTIONS AND HYPOTHESISWhy SNICKERS can present highly
standardized campaign?Whether it was successful or not
and why?To which extend TV commercials
are adapted? (Standardization vs. Adaptation)
Which elements of this global advertising campaign were adapted?
1. Humor is a key communication appeal in these TV commercials.
2. Males dominate (central characters) chocolate TV commercials in USA, China and Russia
3. There are no significant differences in visual images in terms of the product (SNICKERS) among three TV commercials.
4. There are no significant differences in slogans applied among three TV ads.
5. Sound effects (music) are adapted to the cultural background.
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CODING GUIDELINESCATEGORIES
CODING RULEMAIN CATEGORIES SUB CATEGORIES
TEXT OF TV SPOT / COMMERCIAL
LANGUAGETHIS DESCRIBES THE MAIN LANGUAGE (WRITTEN AND
SPOKEN), THE SLOGAN (ADD ON TO THE BRAND NAME) USED BY THE COMPANY AND THE MOST HIGHLIGHTED CAPTION OR
KEYWORDS (EMPHASIZED WORDS) OF THIS TV SPOT
SLOGAN / SCREEN CAPTIONKEYWORDS
NOTABLE PHRASES
CENTRAL IMAGEPRODUCT THIS CATEGORY DEFINES WHAT THE CENTRAL AND
HIGHLIGHTED IMAGE OF THIS COMMERCIAL IS / AREPRODUCT PACKAGINGTALENT / ACTOR(S)
MUSIC THIS IDENTIFIES THE KIND OF BACKGROUNG MUSIC/TUNE IN THE TV SPOT
APPEAL ADVERTISEMENT APPEALS SHOW ELEMENTS OF THE TV SPOT THAT STIMULATES EMOTIONS AND CATCHES ATTENTION
SETTING/ACTIVITY/PLACE THIS ILLUSTRATES WHAT ACTIVITIES ARE BEING ENGAGED (FICTION / REALITY) AND WHERE THEY ARE OCCURING
OTHER CHARACTERISTICS OF TV SPOT
OTHER SIGNIFICANT CULTURAL ELEMENTS
THIS SECTION REPRESENTS OTHER VALUES AND ATTITUDES WHICH DEFINES A SOCIETY OR INDIVIDUAL PERCULIARITIES
LENGTH OF TV SPOT DESCRIBES HOW LONG THE COMMERCIAL LASTSNATIONAL SYMBOLS PRESENCE OF NATIONAL OR GOVERNMENT SYMBOLS,
EMBLEMS AND COLOURSDEGREE OF ADAPTATION THIS SECTIONS SEEKS TO MEASURE THE EXTENT TO WHICH
THE COMMERCIALS HAVE BEEN ADAPTED10
TABLE OF RESULTSCOUNT
RY / MARKE
T
TEXT OF TV SPOT / COMMERCIAL CENTRAL IMAGE
MUSIC APPEAL
SETTING
(ACTIVITY /
PLACE)
OTHER CHARACTERISTICS OF TV SPOT
DEGREE OF ADAPTATIO
N
Language
Slogan / Screen Caption
Keywords
Notable Phrases
ProductProduct
Packaging
Talent / Actor(s)
Other Significant
Cultural Elements
Length National Symbols
USA ENGLISH
YOU ARE NOT YOU
WHEN YOU ARE HUNGRY; SNICKER
S SATISFIE
S
HUNGRY; SNICKERS; YOU;
NOT
WE WILL WIN THIS FOR
MOTHER
RUSSIA
YES – FOCUSED
NO – NOT FOCUSED
YES - ROBIN JONES AND
BOBCAT GOLDTHWAIT (TWO MATURED POPULAR AMERICAN ACTORS
AND COMEDIAN
S)
-
HUMOUR; YOUTHFULNES, PROMINENCE; EMOTIONAL;
CULTURE/TRADITION;
AGGRESSION; FRIENDLINESS;
TESTIMONY
SPORTS, REALITY
, OUTDO
ORS
AMERICAN FOOTBALL
; CHEERLEA
DING
30 SECS
-
CHINA CHINESSE
GET RID OF
HUNGER - COME
BACK TO YOURSEL
F
ENERGY IS
REALLY COMING
YES - LIN DAIYU (A
FICTIONAL FEMALE CHINESE
CHARACTER)
CHINESSE
MELODY
MAIN ACTORS
CLOTHING, HAIR
STYLE AND
MAKE-UP
-
RUSSIA RUSSIAN
YOU ARE NOT YOU
WHEN YOU ARE HUNGRY;
DON'T STOP - GRAB
SNICKERS
YOU ARE NOT YOU
WHEN YOU ARE
NOT IN SHAPE;,KISS MY BALLET-SKIRT
YES - (A YOUNG
FAMOUS RUSSIAN FEMALE BALLET
DANCER)
ENGLISH RAP
MUSICBALLET SKIRT -
LOCAL LOCAL GLOBAL GLOBAL GLOBAL GLOBAL LOCAL LOCAL GLOBAL GLOBAL LOCAL GLOBAL GLOBAL 38.46%
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FINDING THE RIGHT BALANCE
standardization
adaptation
ADAPTATION (Tactical)
STANDARDIZATION
(Strategic)
UNIVERSAL CultureDISTINCT Culture
12
HYPOTHESIS TEST HYPOTHESIS
Humor is a key communication appeal in all these TV commercials. Accepted
Males dominate (central characters) chocolate TV commercials in USA, China and Russia
Rejected
There are no significant differences in visual images in terms of the product (SNICKERS) among three TV commercials.
Accepted
There are no significant differences in slogans applied among three TV ads. Rejected
Sound effects (music) are adapted to the cultural background Accepted
13
CONCLUSION
75% of global SNICKERS sales came from markets running these campaigns they contributed 94% of total value sales growth worldwide
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Summary‘Think Global, and Act Local’SNICKERS brand rejuvenation internationally across 58 markets.Core creative assets, though these were often adapted locallyEffie Gold Award in 2011
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Additional InformationLIMITATIONS of RESEARCH
Unavailability of specialized software
The classification of the categories and subcategories as global or local were generalized
Analysed TV Spots in this research range from the year 2010 to 2013
FUTURE RESEARCH
Compare global advertising campaign with a local and/or another international competitor in the respective markets
Incorporating 7 P’s into future research
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References Alex Lewis BBDO, SNICKERS You’re Not You When You’re Hungry, URL:
http://intawards.vo.llnwd.net/o42/InternationlAwardS1/187/445432-4.pdf, [date accessed: 01.05.2013]
Effie Worldwide Inc. (2011): Gold Effie Winner “You’re Not You When You’re Hungry”.
MediaCom, SNICKERS “YOU'RE NOT YOU WHEN YOU'RE HUNGRY”. URL: http://mediacom.co.uk/en/results/mediacom-case-studies/SNICKERS-youre-not-you-when-youre-hungry.aspx, [date accessed: 28.04.2013]
Mooij, M. (2010): Consumer Behavior and Culture. Consequences for Global Marketing and Advertising. 2nd ed., Califonia: Sage Publications Inc.
NBC news business (2012): America's favorite chocolate brand? Snickers. URL: http://www.nbcnews.com/business/americas-favorite-chocolate-brand-snickers-678964 [date accessed: 10.06.2013]
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THANK YOU FOR YOUR ATTENTION!
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