Marketing Communications

CASE 12 415

Results

The integrated campaign helped to increase the sales value

of Mars by 22%, of Snickers by 19% and of Twix by 17%.

These numbers do not reflect a promotion versus a non-

promotion peak, but a comparison between a four-month

period during and after the promotion period with the

same four months a year earlier (see Figure 12.16 ). The best

results were obtained during the periods when above- and

below-the-line support were combined. Importantly, not only

were the short-term results positive, but a long-term positive

evolution can be seen on all multipacks (see Figure 12.17 ).

This means that it is not just the campaign that increased

sales, but the concept itself seems to be accepted as well.

Figure 12.16 Sales value of multipacks before and after the introduction of the differentiated weight bars

Figure 12.17 Long-term trend in sales value of Mars, Snickers and Twix

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