Mars is launching not one, but two Limited Edition Snickers Bars in January, pitting the popularity of two key ingredients of the world’s biggest chocolate bar against each other with the introduction of Snickers More Nuts and Snickers More Caramel.
For a limited period only, original Snickers will be replaced by the two new bars giving consumers more of what they love with either More Nuts or More Caramel wrapped in delicious milk chocolate. The bars will be available in stores across the UK from January whilst stocks last.
Snickers is the UK’s number three bar and grew by 20.9% in 2012 on the back of a successful launch of its new advertising campaign “You’re Not You When You’re Hungry” and the new activity to kick-start 2013 will bring excitement to the brand and the category, representing a huge opportunity for retailers.
Snickers More Nuts was originally introduced as a Limited Edition product in 2010 and is making a return by popular demand alongside the new More Caramel bar.
Bep Dhaliwal, trade communications manager, Mars Chocolate UK comments: “This is the first time that we have introduced two limited edition products from the same brand at the same time.
“Snickers is one of our most-loved brands, and we look forward to seeing whether consumers opt for More Nuts or More Caramel when reaching for a Snickers. We will be supporting retailers to get behind the campaign to drive trial and awareness.”
The launches will be supported by a £1.5m media spend which includes core TV advertising and bespoke outdoor and online activity. An exciting range of POS material will also be available, including a split dumpbin for More Nuts and More Caramel to be sited alongside each other to bring the competitive element of the campaign to life in-store and help retailers create theatre. The outer cases will also feature the distinct Snickers branding to achieve further standout and encourage awareness and trial.