In 2011, the peanut butter and chocolate segment was dominated by Reese’s – a brand that through years of successful advertising had become synonymous with “perfection”. However, research had shown that consumers were looking for more variety within the peanut butter and chocolate segment.1 To break into this competitor-owned segment and carve out space for SNICKERS® Peanut Butter Squared, we needed to intercept consumers’ “automatic reach” for Reese’s. But to do so, we had to deliver peanut butter in a way that only SNICKERS® could. We decided to use a perceived shortcoming to our advantage: we weren’t Reese’s. While Reese’s owned the “traditional” smooth combination of peanut butter and chocolate, SNICKERS® brought new taste and texture to the segment.2 Our approach in communicating the new offering was less about being a better peanut butter option and more about the great combination of peanut butter + SNICKERS®. Our work set out to let people know that SNICKERS® Peanut Butter Squared isn’t just an alternative to Reese’s; it’s a more substantial way to enjoy the great taste of peanut butter and chocolate. In other words: IF YOU LIKE PEANUT BUTTER AND CHOCOLATE, YOU’LL LOVE PEANUT BUTTER AND SNICKERS®Following the launch of the campaign, SNICKERS® Peanut Butter Squared was responsible for huge gains within the SNICKERS® franchise. By October, of all the mega brands in the category (+$100MM), SNICKERS® was the fastest growing, on both a dollar sales and a share basis, outpacing Reese’s, the former fastest growing brand in the category.3 Despite a competitive response, the new product news also drove franchise growth in double-digits, and household penetration and share in excess of plan.4 SNICKERS® Peanut Butter Squared outperformed all high estimate volume projections, and was on track to almost double going-in plans by year end.5 Finally, SNICKERS® was able to truly break into the peanut butter and chocolate segment, increasing relevance among a mass audience.6 And because the story was told in a memorable way, social media chatter erupted, and an impressive amount of earned media and press, including millions of incremental and unpaid media impressions, was realized.7 It seems nothing gets people talking like hungry great white sharks.Footnotes on file with Agency