SNICKERS settles the creamy vs crunchy debate

As part of the campaign, SNICKERS assembled a focus group made up entirely of people named Reese

SNICKERS has launched a marketing campaign for its peanut butter range, positioning the product as an alternative to the long-running debate between creamy and crunchy peanut butter preferences.

The campaign centres on SNICKERS Peanut Butter and SNICKERS Peanut Butter Ice Cream, highlighting the combination of creamy peanut butter and crunchy peanuts within the products.

Campaign features focus group experiment

As part of the campaign, SNICKERS assembled a focus group made up entirely of people named Reese, or alternative spellings including Reece and Rhys.

Produced and directed by comedian Eric André, a series of video clips follows participants as they sample the products and share their reactions. The campaign uses the focus group concept to play on the association between the name Reese and peanut butter confectionery.

According to research cited by the brand, 71 per cent of consumers consider texture a key factor in their eating experience.

Brand launches consumer promotion

Alongside the campaign, SNICKERS is inviting people with the first, middle or last name Reese, including alternative spellings, to sign an online pledge supporting SNICKERS Peanut Butter.

Participants who register through the promotion will have the opportunity to receive prizes, including a year's supply of SNICKERS Peanut Butter products.

Martin Terwilliger, Marketing Vice President, Mars Wrigley North America: "When it comes to peanut butter and chocolate, people usually feel they have to compromise, but SNICKERS Peanut Butter delivers real creamy peanut butter and crunchy peanuts for the ultimate multisensorial satisfaction. We're so confident in our product that we put it to the test. The verdict is in, and it's clear nothing else satisfies quite like it."

Part of wider product marketing activity

The initiative follows the release of Stuck, a recent SNICKERS advertisement focused on indecision caused by hunger.

According to the brand, the campaign aims to reinforce the positioning of SNICKERS Peanut Butter as a product that combines multiple flavour and texture preferences in a single offering.

SNICKERS Peanut Butter contains peanut butter, peanuts, caramel, nougat and milk chocolate, while SNICKERS Peanut Butter Ice Cream incorporates peanuts both within the ice cream and as a topping. Both products are currently available through retailers across the United States.

www.snickers.com

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