The new variety of Snickers® still has the combination of peanuts, nougat, caramel and milk chocolate. Now it has been improved with the addition of another delicious treat, peanut butter.
Debra Sandler, the company’s chief consumer officer for North America, said that while they were still in the process of coming up with a new variety to the world’s best candy bar, they did some research about what types of treats most people love to eat. What came up was peanut butter and chocolate. This is when they came up with the idea of incorporating peanut butter into what has already been proven a success, the Snickers® bar. Thus, the birth of Snickers® Peanut Butter Squared.
Included in the promotion for the new product was the rolling out of a comprehensive and integrated marketing campaign. This marketing campaign included consumer promotion, television advertising, print advertising, online advertising, in-store advertising and a national campaign on public relations. Promotion of the product even includes a tagline which basically says that people will definitely love the combination of peanut butter and Snickers®.
Compared to the regular Snickers®, this new variety will come in small square-shaped sizes instead of the conventional rectangular size. Each singles pack has a net weight of 1.78 ounces and includes two square-shaped bars. The suggested retail price for this new Snickers® variety is $0.89. Mars’ Snickers® Peanut Butter Squared is now available at various food, convenience, mass and drug retail stores all over the country.