Lux Snickers 19xx was listed in the United States? After 75 years? Grow into a giant in the world chocolate family? It is the main brand of energy chocolate. It contains nougat consisting of roasted peanuts and caramel? Wrapped in milk chocolate.

19 xx year? Mars brought Snickers to China? In twelve years? Luxrack has been combining brand image with sports since its establishment? Deeply loved by young people. Is it the best-selling chocolate bar in the world? It is also the second-largest chocolate brand in the world.

Second, the brand target market analysis

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1, target market demand analysis

Wide consumer groups? 14-35 years old? Core consumer groups? 16-23 young people? Male dominated? Are they young and active? Wide range of hobbies? Sports are an important part of their lives? They often take part in various sports activities? Play basketball, football, etc? They went on a trip? In rapid physical growth? Big spending power. And Snickers is officially grafted in this market? Energy chocolate? Different from other products.

2, industry market analysis

With the continuous improvement of people's living standards and the emergence of candy chocolate products with new functions and tastes? The demand of candy chocolate market is expanding further.

The total annual output of candy chocolate in China has exceeded1100,000 tons for several years? concentration of production

Higher degree? Mainly concentrated in Beijing, Shanghai, Guangdong, Fujian and other places. In the candy market? Has formed a number of powerful brands, such as Wrigley, Dove, Warner, Cadbury, Alpine, Hsu Fu Kee, Di Chin, Golden Monkey, Yake, White Rabbit, Wow, Sister Ma, Hanshi, Golden Crown, Li Xiang and so on? All brands have certain advantages in their respective market segments. Does China candy chocolate market present an international brand? The pattern of local brands and many small and medium-sized enterprises participating in the competition. Brands develop new products to guide consumption in the fierce market competition? Seize the market and intensively cultivate? Showing a steady growth trend.

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Among many chocolate brands, some focus on romance, others focus on dignity, and have formed a quite mature market structure? Market share has also been seized by most big brands? If you enter this market again? Maybe it will easily lead to direct market competition? Is the initial investment huge for a new product in its infancy? And can't guarantee the later rate of return? So the wisest choice is to be different from today's mainstream market? The chocolate brand of Mars Food Company, Snickers, has been positioned as "sports", "energy" and "sweeping hunger" since its establishment. In its brand and product communication, the company closely revolves around this positioning. Nowadays, Snickers have become synonymous with "sports" and "energy".

Third, the advertising appeal

This advertisement personifies with traffic lights? The green light beat the red light? At last people can walk on the road smoothly.

This chocolate advertisement and this picture? We got a message about a Snickers chocolate? Snickers can replenish energy anytime and anywhere? After eating Snickers, the energy is infinite.

Finally, we have no doubt that chocolate brings people not only delicious but also strength.

In Snickers 20 xx commercial? The goalkeeper in the football field turned into a weak Lin Daiyu when hunger struck? Snickers chocolate handed by teammates made him sweep away hunger? Be yourself.

And the pig in the bedroom? Bao in-laws on the court? Korean drama girl on the journey.

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Fourth, the analysis of advertising creativity

Shall we take one of them? Lin Daiyu Edition.

Snickers' advertisements are mostly humorous? Among them, Lin Daiyu's version is the most memorable. Snickers advertising plot innovation? Funny content? Is it really hard not to see it? It's hard to forget. such