Monday, January 10, 2011

How Big Food plans to kill the boomers ...

From MarketingDaily:

Mars' newest candy, Snickers Peanut Butter Squared, is now in retail outlets throughout the country, and a nationwide integrated marketing campaign is set to launch this month, according to the company.

The new Snickers item -- which combines classic Snickers ingredients and peanut butter -- has been in testing for months now, and produced the best results of any candy bar tested by the company during the past three years, Mars reports.

This Snickers launch closely follows another major brand extension launch for Mars, M&M's Pretzel Chocolate Candies. The M&M's pretzel line debuted last June.

Snickers Peanut Butter Squared packages contain two square chunks of the candy and have a suggested retail of 89 cents.

The product's campaign, which will span TV, print and online advertising, in-store and consumer promotions and public relations, is tag-lined: "If you like peanut butter and chocolate, you'll love peanut butter and Snickers."