Keeping in mind the number of vegetarians in the country, chocolate and confectionery maker Mars India recently launched chocolate brand Snickers in an eggless variant. Mars India has set up a new assembly line to manufacture the new vegetarian snickers to cater to the increased demand for eggless chocolates.
The brand has gone aggressive on social media and on-ground activations, apart from its television campaign, to create communications that will drive awareness and create brand salience. Interestingly, the brand has used gaming as an integral part of its communication plan.
Commenting on the campaign initiative, MV Natarajan, Managing Director, Mars International India, Chocolate Business said, “The sole purpose behind creating on-ground and online gaming is to build a direct connect with our consumers. These activities not only result into an effective personal interaction with the consumers but spread a strong word of mouth when one participant shares his or her experience through discussion in person or through social media. Based on this data, we have designed an aggressive online and on-ground campaign using technology as well as gaming to create excitement around the launch of vegetarian Snickers in India.”
It can be noted that Snickers has over 1.3 million fans on its Facebook page, with over 8000 likes on an average. Around the launch of the new product, Mars India had partnered with Yahoo and launched an online contest. Apart from banner advertisements, the brand also invested high on online video content.
As a part of the social media leg, Mars India has created the number of gaming applications on Snickers Facebook page. Some of them are titled as ‘Discovering Green Energy Score’ and ‘Hunger Puzzle’ which is based on its main communication theme. Hungama Digital Services has executed the social media campaign.
“We are very excited about the use of digital media as one of our key media vehicles going forward,” added Natarajan.
The brand is also undertaking a number of consumer activation campaigns to attract high footfalls across cities in India. Snickers has recently undertaken an activity in Ahmedabad and will be doing similar activities in Surat, Jaipur and other tier II cities. In Ahmedabad, Snickers had set up a gigantic gaming zone in a mall. Madison Outdoor Media Solutions (MOMS) is executing the brand’s on-ground initiatives.
It will be interesting to see how the new variant picks up in the market and how these communication campaigns help the brand get its due in terms of visibility.