snicker: hero or couch potato

Case study

Hero or couch potato?Hero or couch potato?

Helping Snickers develop real consumer insight throughout theconsumer insight throughout the CEE region

27.1.2010 www.idealisti.eu 1

Helping Snickers become a part of Helping Snickers become a part of teen culture

itself as a part of teen culture rather than just another, albeit “American‐quality”, bar?

ChallengeSNICKER is the shining star of the Mars portfolio. It is believed h hi l f

How do the teens of Prague,

Budapest, W d

“We need insight which will drive more than advertising: it needs to d i b d l ”

that this came as a result of consistent positioning and clear target group focus. Today, the aspiration is to move beyond the functional proposition into

Warsaw, and Bucharest live?

Is there a role for a chocolate drive brand relevance.”

Solution

the functional proposition into the realm of "iconinc" brands like Apple, Adidas or Playstation. The driving force behind these killer success

for a chocolate bar to play

beyond energy recharge? How

SNICKERS Instead of devising a traditional focus‐group centered qualitative research (which, in our view, often fails to capture h l lif i i h )

behind these killer success stories is believed to be the consumer insight ‐ i.e. deep and unbiased knowledge of consumers' worlds, needs,

can SNICKERSbecome more of an iconic brand

for these the real‐life insight) we designed a nimble ethnographic study of already

, ,hopes and motivations. What role can Snickers play to establish

for these people?


Continued on the next page >

The ResultThe rich narrative which was the result of the few months

d b h b i f

existing groups of young people (classmates, neighbors, sports‐club fans) and watched, filmed, interviewed and photographed

“The lives of teenage boys

and girls do not study became the basis of a computer application which enables marketing executives and brand managers in Mars to interact with the huge body of

p g pthem in their natural environment: at home, in school, on the pitch, in the pub… We knew their lives

grevolve around chocolate bars.”

interact with the huge body of data from the research (text, video, audio, photos) in real time and to extract the main conversation themes from the

would not revolve around chocolate bars – and we didn’t want to pretend they did. Instead, we let Snickers bar –metaphorically speaking conversation themes from the

data.

Also, a more conservative output in the form of a research

metaphorically speaking –travel through the relevant consumer worlds and map them as if from the subjective perspective of the brand output in the form of a research

report was created. However, the report came alive during

perspective of the brand.


Continued on the next page >

a co‐creation event with Mars executives, regional creative agency teams as well as media planning agency teams where

About Idealisti

Today's ideas will become tomorrow's world

Not only we (still) have ideals but also we p g g ythe most relevant learningswere discusses and immediately turned into branding initiatives.

believe that most of what we experience today and what makes up our world has been here yesterday in a form of an idea.

We believe in the transformative power of thoughts (in the form of brands, for example) in their power to move also

The data – in the form of an interactive narrative – help Mars to create more than just

example), in their power to move also very material and sometimes heavy things like pianos, buildings, cars, jars of face care lotions or even people.

We help create and steer brands – ideas which have the ability to animate j

branded communication for Snickers: it helps them to be a part of the culture of the teens in the region of Central and

yorganizations, infuse consumption with meaning and bring about good things to life. We always do it in dialogue with those in charge of brands (which is just about anyone who has ever heard of the brand) and with the notion that all the id b d ill h t t fEastern Europe. ideasbrands will have to compete for their existence in the free arena.


snicker: hero or couch potato

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