Aggressive ad campaigns starring celebrities like Joan Collins, Aretha Franklin, Liza Minnelli and everyone’s favorite nonagenarian Betty White have helped the Snickers candy bar take a bite out M&M’s and Trident to become the top international confectionery brand this year.
According to international market analyst Euromonitor, consumers are snapping up more Snickers bars than M&M’s, with global sales expected to surge to $3.57 billion in 2012 to capture 1.8 percent share of the market.
In an interview with AdAge, Euromonitor analysts cited US innovations and strong growth in emerging markets for helping the candy brand move from the No. 3 position to No. 1, surpassing both M&M’s and chewing gum brand Trident.
Mars Inc., owns both Snickers and M&M’s, while Trident is part of Kraft Foods's portfolio of global brands.
Growth of the Snickers brand is particularly strong in Eastern Europe, points out AdAge. In Russia, for instance, candy bars like Snickers are more of a novelty item compared to bite-sized candies. That, along with the acquisition of ex-Soviet chocolate companies and new distribution gains have helped sales in Russia double to $300 million since 2007.
Meanwhile, in the US and the UK, aggressive ad campaigns aired in recent years have featured a roster of old school divas including Dynasty Divas Joan Collins and Stephanie Beacham, Aretha Franklin, Liza Minnelli and Betty White, all of whom act as hungry, grumpy, cranky alter egos in a campaign called “You’re not you when you’re hungry.”
Here are the top 10 Confectionery Brands in 2012:
7. Cadbury Dairy Milk
10. Kit Kat