Mark Ritson on how Snickers turned around declining market share

The Evolution of Snickers: From Crisis to Comeback

The Brand's Historical Context

• Snickers has been a globally successful brand for 90 years, available almost everywhere.

• In 2009, the brand faced a crisis, losing market share and struggling with inconsistent advertising strategies across different countries.

Advertising Challenges

• A 2007 ad exemplified the confusion in messaging; it lacked clarity on what Snickers represented and failed to distinguish itself from competitors.

• The ad was not distinctive enough, making it hard for consumers to associate it with the Snickers brand.

Key Marketing Concepts

• Two critical concepts in marketing effectiveness are differentiation (positioning against competitors) and distinctiveness (recognizability).

• Positioning is about creating an intended brand image, while distinctiveness relies on "brand codes" or "distinctive assets" that help a brand stand out.

Insights for Brand Recovery

• In 2010, insights revealed that Snickers genuinely relieves hunger and that hunger alters people's behavior.

• This understanding allowed Snickers to position itself as a solution that helps consumers be their true selves again.

Distinctive Assets Utilization

• Over its history, Snickers developed powerful distinctive assets like its logo, color scheme, and visual cues (e.g., the rippin' chew shot).

• These assets were underutilized prior to the new campaign launched in 2010.

Successful Campaign Launch

• The Super Bowl ad marked a turning point by effectively communicating the message: "You're not you when you're hungry."

• The campaign's flexibility allowed adaptation across various markets using different celebrities while maintaining core messaging.

Interactive Engagement Strategies

• The campaign extended into interactive formats through apps and social media engagements that encouraged consumer participation.

Playing with Brand Codes

• Effective brand management involves using established codes creatively—altering them can signal freshness while retaining heritage.

Marketing Effectiveness: The Role of Differentiation and Distinctiveness

Innovative Branding Strategies

• The Russian team creatively rebranded Snickers by dressing the sneakers in brown packaging similar to Twix, showcasing how brands can leverage sister brand identities for differentiation.

• This approach highlights the dual engine of marketing effectiveness—differentiation and distinctiveness—which is crucial for driving sales growth.

• Within two years, Snickers not only halted a decline in sales but also achieved a 15% global increase by 2011, demonstrating the success of their innovative campaign across 58 markets.

Key Lessons from Successful Campaigns

• A critical takeaway is that differentiation and distinctiveness should coexist; they are not mutually exclusive. Effective branding requires both a strong brand position and recognizable brand codes.

• Marketers often overestimate brand salience; consumers engage with brands with minimal attention. Thus, clear signaling through established brand codes is essential for recognition.

Practical Applications of Brand Codes

• Brands should compile a concise list of their unique codes and apply them consistently across all creative outputs to enhance visibility and recall among consumers.