Snickers
Rebranding a legendary brand


CLIENT
-
TYPE
Consumer Brand, Product Release, Brand Activation, Packaging
YEAR
2019
Note
Requested project by a brand studio based in
Lithuania
Snickers rebrand. The mission was clear: to redesign Snickers® brand, which has been affirmed for almost a century! You can get into details by clicking below "Read More". Or, here's the short story if you're out of time:

This project brings a new design that reinforces the historical brand Snickers; a contemporary refresh.

We also have a motto: "Share your heartbeat". Which helps to feed more marketing and strategic ideas. This connects and strengthens the chains and relationships between consumers and brands, and can promote new ideas for more engagements in the social media platforms. This was also inspired by the unique bottom pattern that come from the conveyer, on which bars cool at the Mars factory.

To reach these results, a research was previously done on the brand, its positioning, its strategy, products, competition, packaging and marketing promotional policies.

Read more

The starting point. Initially, I carried out an overview of the brands that competed directly with Snickers, and an analysis of how they were positioning themselves in the market (either by product innovation or visual communication). A survey was also carried out to analyze how those brands were carrying out the evolution of their visual identities with regard to the adoption of new typographies, logos, colors, layouts structures, etcetera.

Never neglecting Snickers' brand strategy that is being worked on, I went in search of the promotional marketing policies of Snickers, on how they assume their brand product in the consumer market (A: as ATL & BTL). This consideration becomes essential for the development of creative work, identifying the road of the brand and knowing the limits without falling into dangerous solutions that could put the brand at risk.
I even carried out a survey on the Snickers focus model as well as the aspects that the brand embraces (A: the 4Ps - Product, Price, Place, Promotion). This was a fantastic insight. It allowed me to read some of the brand's DNA and to make the central target clear and visible. Obviously, equally fundamental for the processes of design thinking and visual conceptions.

The big question.One of the points that they asked me to consider was packaging. In an important question: Should Snickers step away from plastic finding an alternative?! And they asked me to consider - or not - the use of print finishes. In this case - and I recall that the project was carried out mid-2019, the answer was not absolutely predominant (with a single snag). Because the vast research I carried out revealed data that would put Snickers on a tightrope, having the brand to reshape its potioning, that would lead to a green sustainable brand. Is it wrong? No, not necessairly. But for Snickers to think and asserting itself as Brand Plastic Free, would raise ethical and environmental issues to the brand, and that may have an adverse effect on people (consequently Brand Washing). Why? Given that the brand is still seen as responsible for the devastation of forests to achieve one of its raw materials (this despite having committed in 2014 to follow Zero Deforestation policies to acquire palm oil and in 2015 to assume in the media that it was 100% Palm Oil Certified from Sustainable Sources. Unfortunately in 2019, some bad accusations were circulating in social media platforms calling into question those statements. It takes time to change our perception from the other.

But this was not the only aspect that would dictate, or not, a radical change in the way Snickers chocolates would be packaged.
We know that plastic is a social, cultural and global problem, difficult to recycle and, if thrown into the environment, it takes hundreds of years to deteriorate. But until the present date, the use of plastic would bring two desirable components in many businesses, especially stored food and mainly of very high production. Plastic is fast, cheap; efective in protecting some food products. Why? Because to date it has remained the easiest solution to protect food from external elements, such as oxygen! And when food is effectively protected, another global problem is tackled: food waste. Because 1/3 of the food produced in the world ends up in the trash. Then there would be a cost problem: any plastic alternative for Snickers and use of printed finishes (print finishes), would affect the brand and the consumer, which most likely would see a substantial increase in the price of the product and revenues. It is necessary to consider that to date, Snickers produced 15 million bars of chocolate per day!

The solution. Taking advantage of the wave! Some Snickers' compeptitors were surfing in a wave of rebrandings (and others, like Kellogs, with a new image by the renowned agency Landor). Such a rebrand could help Snickers to embrace a new Era. That is, launching products that are much more communicative, bold, eye-catchy. And always respecting its timeless success story. By doing so, Snickers would be able to assert itself even more in stores as in digital supports and platforms! It becomes more alive, younger, more present, remaining true to itself, and more fun… creating and retaining the young audience but maintaining the usual ones. This was later reinforced with advertising (such as a call for sharing) and brand activation ideas that would strategically and equally reach the more emotional and positive side of the public consumer. This was also inspired by the particular pattern present at the bottom of Snickers chocolate bars. A pattern that comes from the conveyer on which they cool the bars at the Mars factory. Such pattern looks like a cardiogram (heart beat).

I also recommended that Snickers could have a more robust communication strategy plan, different for each world continent where the brand focuses and assumes itself in the market: North America, Europe and Asia. The implementation of several Snickers products (with different flavors, as seen in the USA), could be boosted in Europe and Asia with brand activations, where sharing and affection could be key words for its success.

Snicker is bold, Snickers is energy, Snicker is love. Snickers will be always Snickers.

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READ ABOUT SNICKERS

CLIENT: -
TYPE: Consumer Brand, Product Release, Brand Activation, Packaging
YEAR: 2019
Note: Requested project by a brand studio based in Lithuania

The starting point. Initially, I carried out an overview of the brands that competed directly with Snickers, and an analysis of how they were positioning themselves in the market (either by product innovation or visual communication). A survey was also carried out to analyze how those brands were carrying out the evolution of their visual identities with regard to the adoption of new typographies, logos, colors, layouts structures, etcetera.

Never neglecting Snickers' brand strategy that is being worked on, I went in search of the promotional marketing policies of Snickers, on how they assume their brand product in the consumer market (A: as ATL & BTL). This consideration becomes essential for the development of creative work, identifying the road of the brand and knowing the limits without falling into dangerous solutions that could put the brand at risk.
I even carried out a survey on the Snickers focus model as well as the aspects that the brand embraces (A: the 4Ps - Product, Price, Place, Promotion). This was a fantastic insight. It allowed me to read some of the brand's DNA and to make the central target clear and visible. Obviously, equally fundamental for the processes of design thinking and visual conceptions.

The big question.One of the points that they asked me to consider was packaging. In an important question: Should Snickers step away from plastic finding an alternative?! And they asked me to consider - or not - the use of print finishes. In this case - and I recall that the project was carried out mid-2019, the answer was not absolutely predominant (with a single snag). Because the vast research I carried out revealed data that would put Snickers on a tightrope, having the brand to reshape its potioning, that would lead to a green sustainable brand. Is it wrong? No, not necessairly. But for Snickers to think and asserting itself as Brand Plastic Free, would raise ethical and environmental issues to the brand, and that may have an adverse effect on people (consequently Brand Washing). Why? Given that the brand is still seen as responsible for the devastation of forests to achieve one of its raw materials (this despite having committed in 2014 to follow Zero Deforestation policies to acquire palm oil and in 2015 to assume in the media that it was 100% Palm Oil Certified from Sustainable Sources. Unfortunately in 2019, some bad accusations were circulating in social media platforms calling into question those statements. It takes time to change our perception from the other.

But this was not the only aspect that would dictate, or not, a radical change in the way Snickers chocolates would be packaged.
We know that plastic is a social, cultural and global problem, difficult to recycle and, if thrown into the environment, it takes hundreds of years to deteriorate. But until the present date, the use of plastic would bring two desirable components in many businesses, especially stored food and mainly of very high production. Plastic is fast, cheap; efective in protecting some food products. Why? Because to date it has remained the easiest solution to protect food from external elements, such as oxygen! And when food is effectively protected, another global problem is tackled: food waste. Because 1/3 of the food produced in the world ends up in the trash. Then there would be a cost problem: any plastic alternative for Snickers and use of printed finishes (print finishes), would affect the brand and the consumer, which most likely would see a substantial increase in the price of the product and revenues. It is necessary to consider that to date, Snickers produced 15 million bars of chocolate per day!

The solution. Taking advantage of the wave! Some Snickers' compeptitors were surfing in a wave of rebrandings (and others, like Kellogs, with a new image by the renowned agency Landor). Such a rebrand could help Snickers to embrace a new Era. That is, launching products that are much more communicative, bold, eye-catchy. And always respecting its timeless success story. By doing so, Snickers would be able to assert itself even more in stores as in digital supports and platforms! It becomes more alive, younger, more present, remaining true to itself, and more fun… creating and retaining the young audience but maintaining the usual ones. This was later reinforced with advertising (such as a call for sharing) and brand activation ideas that would strategically and equally reach the more emotional and positive side of the public consumer. This was also inspired by the particular pattern present at the bottom of Snickers chocolate bars. A pattern that comes from the conveyer on which they cool the bars at the Mars factory. Such pattern looks like a cardiogram (heart beat).

I also recommended that Snickers could have a more robust communication strategy plan, different for each world continent where the brand focuses and assumes itself in the market: North America, Europe and Asia. The implementation of several Snickers products (with different flavors, as seen in the USA), could be boosted in Europe and Asia with brand activations, where sharing and affection could be key words for its success.

Snicker is bold, Snickers is energy, Snicker is love. Snickers will be always Snickers.

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