The work, which was developed by Nitro China and MediaCom, presents Snickers as a fuel for athletic males, who are shown engaging in Parkour, which has recently become a popular sporting activity in China.
Account director Leon Zhang described the target audience as young males aged between 16 and 24 who take part in sport as a release from the stress of everyday life, adding that they were drawn to avant-garde activities such as Parkour.
Account director Leon Zhang described the target audience as young males aged between 16 and 24 who take part in sport as a release from the stress of everyday life, adding that they were drawn to avant-garde activities such as Parkour.
Zhang noted that a recent trial had revealed brand awareness was lower than imagined by Snickers, and that the target audience was largely unfamiliar with the brand’s positioning.
Snickers’ market share in China stands at around eight per cent.
The campaign includes TV, online, outdoor and in-store elements, and will target students via the Campus Channel.
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