As I was walking past the vending machine the other (whilst trying not to give into my chocolate craving) I noticed bars of Snickers which had a new name: More Nuts. You could tell straight away that it was Snickers even though the packaging contained a different name as the company chose to retain the current font and colours of the original packaging.
I decided to look this new name up and found out that 'Following the success of the ‘Get Some Nuts' campaign in 2009 Snickers® is launching a ‘More Nuts' limited edition variant in 2010. From February 2010 Snickers bars will contain 10% more nuts for a limited time period. For the duration of the promotion, Snickers will temporarily change their traditional brand flag on pack to read ‘More Nuts.' The change will apply to both single, duo and multipack variants.MARS has committed £1 million in media spend to an integrated PR and marketing campaign to promote the ‘More Nuts' bars, including in-store POS, print, online support and a new TV advert featuring Mr. T.'
What I think is quite interesting about this is that the Snickers brand must be strong enough that after changing the name people still know what the product is. I definately don't think this would apply to some products, therefore I wonder why it works in this case? I haven't seen any of the adverts promoting this therefore it must be the branding of the packaging which is effective. Are the fonts and colours instantly recognisable? Or has Snickers been around so long that you would know its packaging regardless what was written across it?
I decided to look this new name up and found out that 'Following the success of the ‘Get Some Nuts' campaign in 2009 Snickers® is launching a ‘More Nuts' limited edition variant in 2010. From February 2010 Snickers bars will contain 10% more nuts for a limited time period. For the duration of the promotion, Snickers will temporarily change their traditional brand flag on pack to read ‘More Nuts.' The change will apply to both single, duo and multipack variants.MARS has committed £1 million in media spend to an integrated PR and marketing campaign to promote the ‘More Nuts' bars, including in-store POS, print, online support and a new TV advert featuring Mr. T.'
What I think is quite interesting about this is that the Snickers brand must be strong enough that after changing the name people still know what the product is. I definately don't think this would apply to some products, therefore I wonder why it works in this case? I haven't seen any of the adverts promoting this therefore it must be the branding of the packaging which is effective. Are the fonts and colours instantly recognisable? Or has Snickers been around so long that you would know its packaging regardless what was written across it?
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