Chocolate is an Important Segment for Customers.
It is Large and Expandable!
94%
2x
the size
HH PEN
(annually)
114m
households buying
every year!
$13.6B
Annual value
consumers consuming
every year!
Sources:
- Nielsen Scanning Calendar Year 2013 W/E 12/28/13
- U.S. Census Bureau: State and County QuickFacts. Last Revised: Tuesday, 07-Jan-2014
CONFIDENTIAL – © MARS CHOCOLATE NORTH AMERICA
280m
2
Chocolate is Also an Important Segment
for Consumers. It is Well-Loved!
CONFIDENTIAL – © MARS CHOCOLATE NORTH AMERICA
I
Chocolate
Salty Snack
Soda
% of consumers
very/extremely upset if
these segments were
not available
3
Snacking is Increasing in Consumers’ Lives...
Consumers are snacking more often across all parts of the day.
In 2014, over half of the US population
snacked over 3 times a day…
Daily Snack Consumption
21%
6%
51%
2010
2014
49%
73%
Do not snack
1-2
blurring the line between
meals and snacks.
3+
2014 Snacking Frequency increases across all day parts:
EARLY MORNING
MORNING
18%
+11
AFTERNOON
37%
+15
+17
4
LATE EVENING
46%
62%
68%
-4CONFIDENTIAL – © MARS CHOCOLATE NORTH AMERICA
EVENING
+18
+22
…Shifting Purchases from Chocolate to More
Permissible Snacks
Each year, the average
American eats
405
Too many
calories
savory snacks
366
sweet snacks
-6%
357
+14%
healthier
snacks*
Consumers struggle with having the chocolate
they love, but feeling like they shouldn’t…
Want something
healthier
Don’t want anyone
seeing me eat it
Shoppers now have more choices than ever!
Chocolate in
other categories
Since 2006, healthier snacks are up 14%
while sweet snacks are down 6%
CONFIDENTIAL – © MARS CHOCOLATE NORTH AMERICA
Tempted to eat
the whole thing
Feels like I’m
cheating
5
Chocolate Can increase its Relevance as a Snack by
Aligning with Current Consumer Trends
AFFORDABLE
TREATS
ON THE GO
BETTER
INFORMED
MORE
CONNECTED
Consumers are
scrutinizing
purchases
Schedules are
increasingly busy
Consumers are
more informed,
trying to make
healthier choices.
Technology is
enabling more
in-person
connections
Consumers are
looking for reasons
to justify chocolate.
Permissibility of
Choc increases in
social settings
Chocolate is an
affordable treat.
Snacking occasions
are proliferating.
Choc needs to have
the right packs
Chocolate needs to be:
NEW & EXCITING
CONFIDENTIAL – © MARS CHOCOLATE NORTH AMERICA
CONVENIENT
PERMISSIBLE
6
SHAREABLE
Mars has Developed Platforms
to Fuel Conversion and Category Growth.
Increase share of snacking for chocolate through
PERMISSIBLE INDULGENCE
Increase consumer
engagement
Rewarding Variety
Just Enough
Sweet Goodness
Social Moments
New items that drive trial.
1/4 come to chocolate aisle
for variety.
Packs and formats that meet
various snacking needs.
Products that pair chocolate
with feel-good ingredients.
Occasions that chocolate
can participate in.
NEW &
EXCITING
CONVENIENT
PERMISSIBLE
SHAREABLE
Dark
chocolate
Exciting
flavors
Multi-serve portions,
Shareable packs
Portable
Engaging packs
and display
Inclusions that add goodness
(fruit, nuts, granola, etc.)
Treat sizes
Resealable,
Shareable formats
Crisp, light textures
CONFIDENTIAL – © MARS CHOCOLATE NORTH AMERICA
7
Seasons &
Rituals
Everyday
Occasions
Highlights from Our 2016 Activity Set Reflect this Focus
Rewarding
Variety
Just Enough
Sweet
Goodness
Social Moments
CONFIDENTIAL – © MARS CHOCOLATE NORTH AMERICA
8
M&M’S Flavor Vote
Valentine’s
Day
CONFIDENTIAL – © MARS CHOCOLATE NORTH AMERICA
Easter
Launch
Halloween
9
Christmas
2016
CONVERSION ACTIVITIES
Insights/ Rationale:
• MARS/Wrigley is the largest confectionery company
globally, with top brands in chocolate and nonchocolate confections!
• Super Bowl is a top snacking occasion second only to
Thanksgiving!
• Chocolate and sugar are “AND” purchases to each
other and other game day snacks.
• Program a proven success in driving traffic, sales.
Program Details:
• The chance to win thousands of prizes!
• Text codes on MARS/WRIGLEY displays for a
chance to WIN INSTANTLY and enter the grand
prize sweepstakes!
• Support: TV, social, FSI, promo radio, shopper
• In-Store: Displays, tear pads, POP
CONFIDENTIAL – © MARS, INC.
Mars Chocolate and Non-Chocolate
Confections are a Winning Combination
Mars and Wrigley have favorite
brands Across Every Age Group!1
Of consumers who
buy confections
ALSO buy chocolate2
#1 Age 12-18
Of consumers who buy
chocolate ALSO buy
confections2
#1 Age 19-24
#2 Age 25-35+
115+
#1 Age 35+
1.
Beacon Brand Health tracking study, 2014. 2. Grocery Retailer Card Data, 2014. 3. IRI 52 weeks ending
11/2012; Kantar Retail Shelving Analysis 2012; Kantar Retail ShopperGenetics® 52 weeks ending 11/2012
CONFIDENTIAL – © MARS, INC.
12
“
“
Confectionery velocity
index with adjacent
merchandising to
cookies/crackers, salty3
snacks
The Single Most Viewed Event, Super Bowl, is the Top Snacking Occasion
Second only to Thanksgiving with Candy Playing a Key Role
Mass Appeal
High Consumption
Viewership (MMs)1
Super Bowl
Olympics -open
Grammy’s
% purchasing food and
beverage for game day2
$68
Average spent for game day
preparations2
73%
% of NFL Fans purchasing
candy in past 6 months. 3
Strong fit with Mars brands!
~45%
% who claim purchase of
Snickers® or Skittles® for
football. M&M’S® 76%! 4
Nielsen, Npower (based on P2 total audience) Super Bowl CBS Feb 13, Grammy Awards Feb 13, London Summer Olympics Aug 12, 2.
National Retail Federation 2014 Super Bowl spending survey. 3. Mars Snackfood Party Snacks Exploratin. 4. A&U, 2014.
CONFIDENTIAL – © MARS, INC.
13
Chocolate/Wrigley Super Bowl Program Offers a Strong
Shopper Incentive to Drive Results
Two ways to Make Super Bowl 50 Even Sweeter!
1
Text code on SNICKERS®, M&M’S®, and SKITTLES® displays
for a chance to win one of thousands of prizes INSTANTLY!
2
All entrants entered into the drawing for the Grand
Prize: One of 50 Ultimate Super Bowl Party Packages!
*Program mechanics in the FAQs
Featuring
•
•
•
•
•
•
•
Proven Success
Mars Chocolate and Wrigley power brands have…
SNICKERS®
M&M’S®
TWIX®
MILKY WAY®
3 MUSKETEERS®
SKITTLES®
STARBURST®
Includes singles and sharing size across all brands plus base
Laydown Bags and 10% BONUS on SNICKERS®, M&M’S®,
TWIX®, Chocolate Variety, SKITTLES®, AND STARBURST®
CONFIDENTIAL – © MARS, INC.
…a history of high Super
Bowl sales growth…
1: Nielsen 14
AOD Total US xAOC Latest 52 weeks ending P1-P4 2015.
…and award-winning
Super Bowl communication!
With BILLIONS of Impressions Across Touch-points,
SNICKERS® and SKITTLES® Will Drive Super Bowl Volume
SUPER BOWL ADS
following the Award Winning SNICKERS®
Brady Bunch ad and SKITTLES® volumedriving, “Rookie of the Year” program!*
Online Video, Premium
Display, and Social
activations to support
creative launch
• In-Store Media will
attract shoppers
attention and
convert purchase!
• Joint POP for in-store
media and hexbins
Joint FSI
In-store DISPLAY units
with Tearpads
Together,
SKITTLES® and SNICKERS®
will provide
in market support during
the Super Bowl timeframe!
Joint Overlay – Make Super Bowl
50 Even Sweeter and WIN 1 of 50
party packages!
High Profile Syndicated Network
with Promotional Overlays and
Local Retailer Tags
Budget allocated to augment and expand
footprint of SNICKERS® and SKITLES® in
and around the Super Bowl, e.g. stunts,
integrations, and campaign teasers
POS and digital assets
*Skittles Super Bowl ad pending negotiations.
*Skittles Super Bowl ad pending negotiations.
**$22M: $10M Skittles, $12M Snickers: Includes
Super
Bowl
ad $14.8M Snickers: Includes Super Bowl ad
**$22M:
$10M
Skittles,
media, PR Support,
Promotion,media,
and paid
15
CONFIDENTIAL
– ©Consumer
MARS, INC.
PRsearch/social.
Support, Consumer
Promotion, and paid search/social.
Paid Facebook, Twitter, and
Public Relations to support
Super Bowl activation!
All third party trademarks are trademarks of the respective owners
Our Brands Have 360o Support at Key Time Frames
to Move our Items Off Display
2015
Super Bowl 2016
Dec
2016
Jan
Feb
Mar Apr
TV/Online Video/Social
In-Store Displays
11/30-2/10
Promo Radio
1/4 - 1/31
In-Store Media
1/4 - 1/31
CONFIDENTIAL – © MARS, INC.
16
May
June
July
Aug
Sept Oct
Nov
Super Bowl Execution Details
Full spectrum of
display offerings
Jan
Feb
BONUS BAGS with Display Ready Cases!
FSI $1 off 2 Future Consumption Bags
Offer is good on 8oz and higher, includes all chocolate brands, SKITTLES® and STARBURST®
Jan 10
Circulation of 40M
Tear Pads $0.50 off 2 Singles, $0.75 off 2 Sharing Size
Offer is good for all chocolate brands, SKITTLES® and STARBURST®
CONFIDENTIAL – © MARS, INC.
17
17
This NFL prize is
EXCLUSIVE to MARS!
Insights/ Rationale:
• Movies are a 52 week a year moment
and the top snack occasion.
Insights/
Rationale:
• M&M’S®
is the
candy brand most
withatthe
• 72% of the US is associated
an NFL fan and
theoccasion.
beginning of the
season, every team
for Superabout
Bowl movies.
glory!1
• Costhas
is aa chance
top complaint
2 and 47% of people would
• 84% of NFL fans
chocolate
• eat
Program
a proven
success in driving
consider SNICKERS®
for
their
game
day
parties 3
traffic and sales.
• Both SNICKERS® and M&M’S® have a high awareness level
Program
Details:48%)4
as NFL sponsors! (SNICKERS®
59%, M&M’S®
First
Delivery:
7/18/16
Sources: 1. ESPN Sports Poll 2012, (P12+). 2.
Experian-Simmons-OneView, Spring 2012 NHCS
Adult Survey 12-Month, Base: P18+ 3. The Candy
Dish i°Community: Snickers® NFL Exploration Sept
2013 4. Mars SRI Research Aug 2012 OLL 2012
• UpProgram
to $900K in
movie prizes:
Details:
- Buy 4 Medium Bags = movie ticket!
• Priceless grand prize is a trip for 4 to Celebrate on the Field
- Singles
textwins
to win
up to
2 tickets!
at the Super Bowl
and instant
worth
over
$200k!
•
Support:
TV,
FSI,
promo
radio
• Social Media, Promotional Radio, Tear pad, POP support
and shopper! • In-Store: Displays, tear pads, POP
Candy Plays a Key role in Game Day and Mars
Chocolate has the Brands Fans Rely on
High Consumption
Right Brands
Mars has favorite brands Across Every
Age Group!1
% purchasing food and
beverage for game day2
#2 Age 13-17
$68
Average spent for game day
preparations2
#2 Age 18-24
73%
~45%
% of NFL Fans purchasing
candy in past 6 months. 3
Strong fit with Mars brands!
#2 Age 25-35+
% who claim purchase of
Snickers® for football.
M&M’S® 76%! 4
#1 Age 35+
1. Beacon Brand Health tracking study, 2014 2. National Retail Federation 2014 Super Bowl spending survey. 3. Mars Snackfood Party Snacks Exploration. 4. A&U, 2014.
CONFIDENTIAL – © MARS CHOCOLATE NORTH AMERICA
19
Only Mars Can Offer a Once in a Lifetime Opportunity
to Celebrate on the Field at the Super Bowl
70K
164.5M
Will Make the Trip
To Watch Live
Will Tune In
From Home
1 Family
Will Celebrate On the Field With
The Super Bowl Champions
CONFIDENTIAL – © MARS CHOCOLATE NORTH AMERICA
20