Hero Or Couch Potato, Snickers
Transcript of Hero Or Couch Potato, Snickers
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?
16.4.2008 www.idealisti.eu 2
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.
16.4.2008 www.idealisti.eu 3
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.
16.4.2008 www.idealisti.eu 4