The Brief

The FIFA World Cup comes once every four years. Snickers wasn't an official sponsor, but still wanted to boost an excitement of Japanese for the World Cup, in an entertaining way.

Describe how the promotion developed from concept to implementation

We changed our name from "SNICKERS" to "SOCCERS" by just changing three letters. We took advantage of Snickers' brand colours matching Japan's national soccer team's colours.

Describe the success of the promotion with both client and consumer including some quantifiable results

We captured the attention of an excited nation. Fans shared the package and social media also spread the news. - 2,7500,000 media impressions - sales +10% during the campaign period - The campaign cost was ¥0

Explain why the method of promotion was most relevant to the product or service

Young males are main target of Snickers and the brand wanted to be a part of this big event for them once in a 4 years.