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Table of Contents  Executive Summary  Consumer Insights and Actions  Moments Highlights  Singles Program Details  Lay Down Bags Program Details 

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Presentation on theme: "Table of Contents  Executive Summary  Consumer Insights and Actions  Moments Highlights  Singles Program Details  Lay Down Bags Program Details "— Presentation transcript:

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2 Table of Contents  Executive Summary  Consumer Insights and Actions  Moments Highlights  Singles Program Details  Lay Down Bags Program Details  Marketing Support  Program Merchandising Tools  Display Recommendation  Point of Sale Materials 2

3 Executive Summary Performance WindowLast OrderFirst DeliveryLast Delivery 12/28/14 – 2/22/151/16/1512/1/141/23/14 Consumers have a chance to text ‘SNICKERS’ to win a trip to the Super Bowl, plus thousands of other instant win prizes! Compelling 10% bonus offers on lay down bags and exciting Super Bowl promotional overlay motivates consumers to purchase, with Mars future consumption items positioned as the perfect addition for Super Bowl parties. Super Bowl official sponsor displays help bring shoppers to Singles displays. Valuable tear pad offers on their favorite brands drives impulse purchases. SNICKERS® is investing heavily in NFL support, including a Super Bowl is the biggest at home party event of the year and Mars Chocolate Brands deliver! 3

4 Source: Nielsen, Npower (basedon P2total audience) Superbowl XKLVII CBS Feb 13, Stanley Cup June 12, NBA Finals June 12, MLB World Series NOV 12, Academy Awards Feb 13, Grammy Awards Feb 13, London Summer Olympics Aug 12, NCAA Basketball April 13, BCS Title Jan 13 Super Bowl is the single most-viewed program, attracting the largest total audience 4

5 SUPERBOWL EVENT FACTS The #1 at home party of the year with over 53 Million Households (over 160 million viewers )watching 1 More than 30 million pounds of snacks are consumed on Super Bowl Sunday - an average of $49 is spent on food and beverages for an at-home Super Bowl party CONSUMER INSIGHT 84% of NFL fans eat chocolate 2 and 73% of NFL fans purchased candy in the past 6 months 3 A typical consumer spends $4.96 per chocolate snacking occasion 4 Consumers see chocolate candy as a sweet treat served as a compliment to the main snacking table (salty snacks) or put out toward the end of the event ‘fourth quarter as candy time’ 3 The average football fan is 35% more likely to purchase a brand with an NFL logo associated with it ACTION/OPPORTUNITY Chocolate is an expandable category– Merchandise along other game day food to increase basket ring 53 Million Households x $4.96 average spend on Chocolate = +$260M opportunity for SUPERBOWL 1 Source: Nielsen N*Power 2 Source: Experian-Simmons-OneView, Spring 2012 NHCS Adult Survey 12-Month, Base: P18+ 3 Mars Snackfood Party Snacks Exploration 4 IRI Panel Report The Event, Usage Occasion and Category are a fit with consumers! 5

6 What’s New in 2015: 1.SNICKERS® is giving away one of the most desired consumer prizes…a trip to the Super Bowl! Plus, thousands of other instant win prizes! 2.SNICKERS ® NFL Marketing Support including... 3.New display designs feature disruptive cut outs and more space for branding that will catch shopper’s eyes as they move through the store! 4.Greater focus on the taste appeal of the SNICKERS® bar with attention-grabbing cross-section of the SNICKERS® Bar showing the delicious peanuts, caramel, and nougat that consumers love! 5.More focus on the NFL marks – the Lombardi Trophy and the NFL shield – as they attract consumer attention and makes them more likely to purchase. The 2015 SNICKERS® Super Bowl Program is bigger and better! 6

7 Lead with SNICKERS® in NFL Programs! SNICKERS ® is the lead brand in the NFL sponsorship and invests significantly in media support, including NFL television, to drive awareness and velocity! Consumers have told us that SNICKERS ® has a role on game day 47% of consumers say they are open to bringing SNICKERS to game day 1 Consumers are open to bringing SNICKERS ® to game day parties because of its slightly more “hearty” impression and its fit with football, specifically the NFL 2 Ensuring both immediate and future consumption items are on the floor for game day! SNICKERS® NFL Exploration Research Feb The Candy Dish i°Community: Snickers® NFL Exploration Sept SNICKERS® NFL Exploration Research Feb *Investment increase captures total season – Kickoff through Super Bowl 7

8 Prizing Details Consumers will be encouraged to text ‘SNICKERS’ or enter on to instantly win one of over 100,000 prizes! They will also be automatically entered into an instant-win sweepstakes for a trip to the Super Bowl! PRIZES! Sweepstakes Grand Prize: Trip to 2016 Super Bowl Instant Win Prizes $75.00 NFL Merchandise 1,000 - $25.00 VISA 10,000 SNICKERS® /NFL Candy Bowls 100,000 Coupons redeemable for FREE SNICKERS ® (1.76 – 1.86 oz.) 8

9 Singles Program Details The Mars NFL program will utilize a two-pronged value offer incenting consumers to make Mars iconic chocolate brands part of their impulse basket ring! Consumers can text to WIN a trip to the Super Bowl and thousands of other instant win prizes! In addition, to further stimulate consumer purchase, select Singles displays will ship with coupon tear pads pre-assembled on the display. TEXT TO WIN A TRIP TO THE SUPER BOWL (On Displays) Incents consumers with a chance to WIN exciting prizes– including valuable Coupons for MARS products to drive purchase. Item #Display DescriptionExp. Date # of sheets per tear pad # of tear pads per display Total # sheets Ct Filled Bar Singles MiniWing5/30/ ct Snickers Sharing Size Floorstand/Powerwing5/30/ ct Snickers Singles Floorstand/Powerwing5/30/ ct Mixed Singles 1/4 Pallet 1056 CT5/30/ ct Mixed Singles Super Shipper5/30/

10 Future Consumption Program Details 1 Mars Snackfood Party Snacks Exploration, July Sequoia Inc. price impact models from 2011 IRI data Consumers say that chocolate is an appropriate complement to the snacking table or to put out toward the end of the event for dessert 1. The Mars Super Bowl program will utilize a three-pronged value offer on FC incenting consumers to make our iconic chocolate brands part of their game day ritual. 10% Bonus Bags With promotion Minis 10% Bonus Bags drove >100% incremental sales in each week leading up to the Super Bowl and >300% incremental sales week of the game 2 ! Text to Win a Trip to the Super Bowl (On displays) Incents consumers with a chance to win a trip to the Super Bowl plus thousands of instant win prizes! FSI $1.50 off 2 Future Consumption FSI offer $1.50 of the purchase of two Mars Chocolate items. Drops 1/11/15. 10

11 Program Merchandising Tools Singles Display Vehicles 11

12 SNICKERS® Brand Singles Floorstand / Powerwing (with tear pad) 144 Count ZREP: FERT: Contains: 72 Count SNICKERS® Bar, 1.86 oz. 36 Count SNICKERS® Peanut Butter Squared Bars, 1.78 oz. 36Count SNICKERS® Almond Bars, 1.76 oz.. Program Merchandising Tools 12.19” 47.47” 20” Graphics subject to change TEAR PAD $.50 off ct sheet TEAR PAD $.50 off ct sheet SNICKERS® Brand Singles Counter Unit 72 Count 2/Case ZREP: FERT: Contains: 72 Count SNICKERS® Bars, 1.86 oz. Program Priority Display ” ” 3.625” FPO

13 Program Merchandising Tools Mixed Super Shipper (with tear pad) 1,020 Count ZREP: FERT: Contains: 240 Count M&Ms® Peanut Singles 1.74oz 144 Count M&Ms® Milk Chocolate Singles, 1.69oz 72 Count SNICKERS® Almond Singles PV, 1.76oz 72 Count 3 Musketeers Singles, 1.92oz 72 Count Milky Way Singles, 1.84oz 240 Count SNICKERS® Singles, 1.86oz 180 Count TWIX® Singles, 1.79oz. 19” ” ” Graphics subject to change TEAR PAD $.50 off ct sheet TEAR PAD $.50 off ct sheet Moment Priority Display

14 Program Merchandising Tools Mixed Singles Miniwing (with tear pad) 180 Count ZREP: FERT: Contains: 45 Count SNICKERS® Bar, 1.86 oz. 20 Count Twix® Brand Caramel Cookie Bars, 1.79 oz. 13 Count 3MUSKETEERS® Bar, 1.92oz. 12 Count Milky Way® Bar, 2.05oz 54 Count M&M’S® Peanut, Singles, 1.74oz 36 Count M&M’S® Milk Chocolate, Singles, 1.69oz 4.44” 23.22” 7.84” Graphics subject to change TEAR PAD $.50 off ct sheet TEAR PAD $.50 off ct sheet Program Priority Display

15 Program Merchandising Tools Mixed Singles Quarter Pallet (with tear pad) 1,056 Count ZREP: FERT: Contains: 288 Count SNICKERS® Brand Singles, 1.86 oz. 72 Ct SNICKERS® Brand Almond Singles, 1.76 oz. 144 Count TWIX® Brand Singles, 1.79 oz. 192 Count M&M’S® Brand Peanut Chocolate Candies, 1.74 oz. 144 Count M&M’S® Brand Milk Chocolate Candies, 1.69 oz. 108 Count MILKY WAY® Bar Singles, 1.84 oz 108 Count 3 MUSKETEERS® Bar Singles, 1.92 oz 20” ” 24” Graphics subject to change TEAR PAD $.50 off ct sheet TEAR PAD $.50 off ct sheet Moment Priority Display

16 SNICKERS® BRAND 2-To-Go Floorstand / Powerwing (with Tear Pad) 192 Count ZREP: FERT: Contains: 192 Count SNICKERS® 2-To-Go Bars, 3.29oz. 17” 48.14” 22.13” TEAR PAD $.75 off ct sheet TEAR PAD $.75 off ct sheet Program Merchandising Tools Mixed Sharing Size Counter Unit 48 Count 2/Case ZREP: FERT: M Contains: 24 Count SNICKERS® 2-To- Go Bars, 3.29 oz. 24 Count M&M’S® Peanut KS, 3.27oz 13.5” 12.5” 3.94” Graphics subject to change Moment Priority Display

17 Mixed Sharing Size PDQ Pallet 1,680 Count ZREP: FERT: Pallet Contains: 72Count 3 MUSKETEERS® KS, 0.00oz 192Count M&Ms® Milk Chocolate Minis, MEGATUBE, 1.77oz 168Count M&Ms® Milk Chocolate, KS, 3.14oz 72Count M&Ms® Peanut Butter, KS, 2.83oz 288Count M&Ms® Peanut, KS, 3.27oz 144Count MILKY WAY® Bar, KS, 3.63oz 336Count SNICKERS® 2-To- Go Bars, 3.29 oz. 144Count SNICKERS® Peanut Butter Squared, KS, 3.56oz 264Count TWIX® Bars Carmel, KS, 3.02oz 39.44” 57.44” 44.25” Graphics subject to change Program Merchandising Tools

18 Future Consumption Display Vehicles

19 Mixed Miniatures Bonus Quarter Pallet 152 Count ZREP: FERT: Contains: 64 Count SNICKERS® Brand Bonus Miniatures, 13 oz. 64 Count MINIS MIX™ Bonus, 12 oz. 24 Count TWIX® Brand Miniatures Bonus, 13 oz. 20” 58.13” 24” Program Merchandising Tools Graphics subject to change Moment Priority Display

20 Future Consumption – Minis Display Ready Case SNICKERS ® Brand MINIS Bonus Bag Display Ready Case 13 oz. 32 Count Case ZREP: FERT: M ” 8.44” Graphics subject to change TWIX ® Brand MINIS Bonus Bag Display Ready Case 13 oz. 24 Count Case ZREP: FERT: M ” 8.44” 11.25” MINIS MIX ™ Bonus Bag Display Ready Case 12 oz. 32 Count Case ZREP: FERT: M ” 8.44” 11.25” Moment Priority Display

21 11.53” 10.84” 18” M&M'S ® Brand Milk Chocolate BONUS Display Ready Case 14 oz. 36 Count ZREP: FERT: Program Merchandising Tools Graphics subject to change M&M'S ® Brand Peanut BONUS Display Ready Case 12.7 oz. 36 Count ZREP: FERT: ” 10.84” 18”

22 M&M'S® Brand Pretzel BONUS Display Ready Case 14 oz. 36 Count ZREP: FERT: ” 10.63” 17.75” M&M'S® Brand Peanut Butter BONUS Display Ready Case 12.7 oz. 36 Count ZREP: FERT: ” 10.63” 17.75” Graphics subject to change Program Merchandising Tools

23 M&M’S® Brand Mixed Quarter Pallet 288 Count ZREP: FERT: Pallet Contains: 144 Count M&M’S® Brand Peanut Chocolate Candies, 14 oz. 72 Count M&M’S® Brand Milk Chocolate Candies, 14 oz. 72 Count M&M’S® Brand Peanut Butter Chocolate Candies, 12.7 oz. 20” 59” 24” Graphics subject to change Program Merchandising Tools

24 M&M’S® Brand & Filled Bar Mixed XL SUP Full Pallet 264 Count ZREP: Item # Pallet Contains: 84 Count M&M'S® Brand Peanut Chocolate Candies 42 oz. SUP 40 Count MIXED MINIATURES Variety Bag 40 oz. SUP 60 Count M&M'S® Brand Milk Chocolate Candies 42 oz. SUP 36 Count M&M'S® Brand Peanut Butter Chocolate Candies 42 oz. SUP 20 Count SNICKERS® Brand Miniatures 40 oz. SUP 24 Count TWIX® Miniatures 40 oz. SUP 44” 48” 40” Graphics subject to change Program Merchandising Tools

25 Graphics subject to change Program Merchandising Tools M&M’S ® Brand Milk Chocolate Candies BONUS Open Stock 14 oz. 24/Case ZREP: FERT: M&M’S®Brand Peanut Chocolate Candies BONUS Open Stock 14 oz. 24/Case ZREP: FERT: ” 1.125” 10” ” 0.75” ” 4.875” 10” 4.875” ” Open Stock

26 Graphics subject to change Program Merchandising Tools M&M’S ® Brand Peanut Butter Chocolate Candies BONUS Open Stock 12.7 oz. 24/Case ZREP: FERT: M&M’S ® Brand Pretzel Chocolate Candies BONUS Open Stock 10.9 oz. 12/Case ZREP: FERT: ” 1.25” 10.5” 4.875” 0.75” 8.75” Open Stock

27 Point of Sale Materials NFL Hex Bin (1/each) Item: Size: ”x 32” Header - 16” x 16” FPO NFL Dangler (10/pack) Item: Size: 6.125” x 9” x 12 ” NFL CCU - (5/pack) Item: Size: 8.5“ x 9.5" x 11.75" The following point of sale materials will be available in support of Super Bowl. NFL Cling – (10/pack) Item: Size: 6”x4” FPO NFL Poster (1/each) Item: Size: TBD

28 Stickers Available for Application on Dump Bins Point of Sale Materials Cowboys- NFL12S002 Texans - NFL12S003 Falcons - NFL12S004 Bengals- NFL12S006 Colts- NFL12S007 Steelers - NFL12S010Giants- NFL12S001 NFL Sticker (5/pack) All Team Stickers Item: Size: 14” x 3.25”


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