Snickers, Twix Use Laughs To Launch New Products

Why It Matters

By pairing witty advertising with new formats, Mars seeks to protect profitability as cocoa costs surge, setting a benchmark for innovation in the confectionery sector.

Key Takeaways

• Snickers "Stuck" ad highlights peanut butter & ice cream combo
• Twix Bits offer bite‑size caramel‑cookie experience
• Both campaigns run on TV, YouTube, Meta, TikTok
• Sweepstake awards $2,000 to fans showcasing dual talents

Pulse Analysis

The confectionery market is increasingly focused on multisensory experiences, where texture and flavor converge to create heightened consumer appeal. Brands like Mars are responding by layering creamy peanut butter, ice‑cream softness, and crunchy cookie elements into familiar formats, a strategy that not only differentiates products but also justifies premium pricing amid rising cocoa costs. This shift reflects broader industry efforts to offset raw‑material volatility without compromising brand equity.

Mars’ Snickers "Stuck" campaign leverages humor to spotlight its new Peanut Butter and Peanut Butter Ice Cream variants. Produced by BBDO New York, the ad features a hiker trapped under a boulder, a nod to the infamous Aron Ralston incident, and underscores the brand’s “creaminess meets crunchiness” promise. Distributed across television and digital channels such as YouTube, Meta and TikTok, the campaign targets both traditional snackers and younger, socially‑savvy audiences who respond to shareable, comedic content.

Twix’s rollout of Twix Bits, a bite‑size rendition of the classic caramel‑cookie bar, pairs product innovation with pop‑culture relevance through a partnership with former NBA player‑rapper LiAngelo Ball. The accompanying campaign invites fans to showcase two talents for a chance at a $2,000 prize, blending engagement with brand storytelling. By diversifying formats and integrating interactive promotions, Twix aims to capture incremental shelf space and drive incremental sales, illustrating how confectioners can blend creativity with commerce to navigate price pressures.