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Snickers: Thinking like a hollywood blockbuster 2016

IPA Effectiveness Awards Case Study

Brief Description: This is the story of how a single film, featuring Rowan Atkinson's Mr Bean character as a bumbling Kung Fu artist, became globally famous, connecting with 1.85bn people worldwide, and driving over $70m in incremental sales for Snickers, the chocolate brand. Inspired by Hollywood blockbusters, the initiative reframed the brand's established 'You're not you when you're hungry' idea to keep Snickers relevant in a world increasingly concerned about sugar and snacking. By airing in up to 60 markets, the film created economies of scale and saved production costs. In markets in which the film ran, Snickers reversed share declines and outpeformed territories not showing the film. Overall, the brand surpassed its category in both sales value and volume growth. Globally, the revenue return was estimated at US $10.65 for every US $1 invested. ;---(TAGS)--- Full Title: Thinking Like A Hollywood Blockbuster ; Number: 2016/49 ; Brand Name: Snickers ; Client: Mars Confectionary ; IPA_ProductCoding: Food (Confectionery - chocolate) ; Agency: AMV BBDO ; Author: ;

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