Table of Contents
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2
Executive Summary
Consumer Insights and Trends
Program Details
Merchandising Recommendations
POS Materials
Marketing Support
GSV Objectives
2012 Superbowl Recap
Executive Summary
SNICKERS®, M&M’S®, MILKY WAY® ,TWIX®, and 3 MUSKEETERS® BRANDs partner to create a
massive retail event that links Mars iconic brands to the largest at home party event of the year…
The Super Bowl!!!
Program Highlights:
• Mars Chocolate official Super Bowl sponsorship translates easily into strong retail executions that enhance in-store presence and
maximize off-take.
• Compelling 10% bonus offers and relevant Super Bowl overlay on future consumption motivates consumers to purchase, with Mars
brands positioned as the perfect addition for Super Bowl parties.
• Super Bowl official sponsor displays help bring shoppers to Immediate Consumption displays. Valuable tear pad offers on their
favorite brands drives impulse purchases.
Timing:
3
Performance
Last Order
First Delivery
Last Delivery
12/23/12-2/10/13
1/11/13
12/3/12
1/18/13
SOURCE: MRSI Database, Bases Snapshot, LOT Test 2009, I-coummunity Qualitative
Consumer Insights & Trends
The Event, Usage Occasion and Category are a fit with consumers!
• Consumers see chocolate candy as a sweet treat served as a compliment to the main snacking table (salty snacks) or put out toward the end
of the event ‘fourth quarter as candy time’1
• Super Bowl is the #1 at-home party event of the year ahead of New Years Eve! 3These fans throw 7.5 million parties with 44 million
party goers.4
• The Super Bowl is the second-largest snacking occasion of the year, second only to Thanksgiving
– More than 30 million pounds of snacks are consumed on Super Bowl Sunday, twice the average daily amount* with $49 on avg.
spent on food and beverages for an at-home Super Bowl party
• The average football fan is 35% more likely to purchase a brand with an NFL logo associated with it 2. Offering specific products for
game day (packaging, NFL reference, etc.) will help tie the NFL to SNICKERS®/M&MS and MARS Chocolate
• 73% of NFL viewers purchased candy in the past six months3
• Super Bowl is the most viewed program year on year - over 165 Million viewers watched this year
4
1 Mars
Snackfood Party Snacks Exploration, July 2008 2 NFL/OTX Weekly Tracker, 2008;3 SRI 2009, 4 National Retail Federation
Consumer Insights & Trends
•
Consumers are doing the shopping for game day during their normal grocery shopping trip. They
are looking for football related-cues in-store to know where the game day food is, or are
going down the aisles where the traditional snacks for game day are (salty snack, beverage, frozen
food) -not going down the candy aisle! This makes securing secondary placement in store
critical!
•
Game day is treated by consumers much like a holiday is. It is a celebratory day, a day to
indulge. Many snacks, including sweets, are more permissible on game day. Consumers are
looking for items (food, decorations, etc.) that will enhance the experience and make it
special.
Key Takeaway: Capturing shoppers out of candy aisle
with NFL display = Incremental Basket Ring for Retailers!
FC Program Details
Consumers say that chocolate is an appropriate complement to the snacking table or to put out toward the end of the
event for dessert1.
The Mars Super Bowl program will utilize a two-pronged value offer on FC incenting consumers to make our iconic
chocolate brands part of their game day ritual.
10% Bonus Bags
NFL SHOP Tear Pad Offer
With promotion Mars 10% Bonus Bags drove >100% incremental sales in each
week leading up to the Super Bowl and >300% incremental sales week of the
game2!
Incents consumers with $10 offer when they buy any 3 participating MARS Chocolate
laydown bag products.
1 Mars
6
(On FC Displays)
Snackfood Party Snacks Exploration, July 2008 2 Sequoia Inc. price impact models from 2011 IRI data
FC Consumer Offer Details
•
NFLSHOP.COM is the official online store of the NFL®
where fans go to find jerseys, helmets, memorabilia and
custom made items
– In 2010 the store had close to 30,000,000 unique visits
and 1.6
Million Web Orders
– It is the largest professional
sports league store in sales
with $100 Million+ in annual sales
•
The majority of traffic and sales occur during the NFL
season
– Customers are typically displaced fans. (i.e. – An Eagles
Fan living in California)
– Women make up 60% of our customers during our peak
sales months (Nov-Dec)
•
This highly relevant program reinforces our marquee
sponsorship by rewarding consumers with $10 NFLSHOP.COM
gift certificates with the purchase of any 3 Participating Mars
Chocolate Laydown Bags
– All Quarter Pallets will have NFL Shop tear pads where
consumers must mail in their proof of purchase /order form
in order to claim their $10 Gift Certificate, good on any
purchase
– Participating laydown bags include SNICKERS® Brand,
M&M’S® Brand, TWIX® Brand, MILKY WAY® Brand, and 3
MUSKETEERS® Brand products
•
This offer is a continuation of the NFL 2012 program to
maintain continuity and drive purchase
IC Program Details
• To help stimulate consumer purchase of their
favorite Mars brands, all IC displays in the
program will be shipped with coupon tear pads
pre-assembled on the display.
• Tear pad offers will be ‘Buy Two Get One Free’!
Tear Pad Information:
IC Displays
8
Tear Pads per
Display
Coupons per Tear
Pad
Max Value
Expiration Date
72ct Singles Counter Unit
1
20
$1.29
April 30. 2013
264ct Singles Mini Wing
2
50
$1.29
April 30. 2013
1056ct Singles ¼ Pallet
2
75
$1.29
April 30. 2013
168ct Sharing Size RTA
1
50
$1.89
April 30. 2013
360ct Sharing ¼ Pallet
2
50
$1.89
April 30. 2013
Marketing Support
A&CP Investment of approximately $14.5MM will cover lead up to the game and
conclude with another Mars Chocolate Super Bowl Commercial Spot!
Shopper Mktg/In-Store
National TV
Shopper Marketing focus on custom programs and regional
opportunities
In-store
POP/POS
Mars Chocolate has once again purchased a
Superbowl Commercial! More information to come
Print
in Q4.
National print execution in ESPN
Magazine & Sports Illustrated
*Marketing Support is subject to change
9
Digital/Social Media
Television integration into ESPN’s Monday Night
Expansive campaign supporting Fantasy Football on
Football broadcast
ESPN.com , CBSsportline and NFL.com
Media Support
Sep
13 20 27
Snickers 2012 WOC #6
3
P9
10
17 24
P10
1
Oct
No v
8
5
15 22 29
P11
12
Dec
19 26
P12
3
10
Weeks On Air
17 24
P13
NFL
Target: A18-49
TV Buying Target: A18-34
YNY New
Creative
Hallo ween
NATIONAL TELEVISION
NFL TV Units
20
DIGITAL DISPLAY
Display Tier 2
6
Display AdServing
6
Display Tier 3
14
Display AdServing
14
CBS Fantasy Football
20
Fantasy Football Integration TBD
19
Tier 1 Activation TBD
4
MOBILE
Mobile Display
20
SEARCH
Tier 2
20
Tier 3
20
PRINT
10
ESPN Magazine
11
Sports Illustrated
10
Item Range
Mixed Miniatures Quarter Pallet
Item #38289
152 Ct.
ZREP: 244622
M&M’S® Brand Mixed Quarter Pallet
Item #46026
288 Ct.
ZREP: 267419
• 64 Ct. SNICKERS® Brand
Miniatures, 13 oz.
• 64 Ct. MINIS MIX™, 12 oz.
• 24 Ct. TWIX® Brand
Miniatures, 13 oz.
• 144 Ct. M&M’S® Brand Peanut
Chocolate Candies, 14 oz.
• 72 Ct. M&M’S® Brand Milk
Chocolate Candies, 14 oz.
• 72 Ct. M&M’S® Brand Pretzel
Chocolate Candies, 10.9 oz.
11
Item Range
SNICKERS® Brand MINIS
Item #38285
13 oz.
32 Ct. Case
ZREP: 242938
TWIX® Brand MINIS
Item #38212
13 oz.
24 Ct. Case
ZREP: 240687
MINIS MIX™
Item #38221
12 oz.
32 Ct. Case
ZREP: 239627
12
Item Range
M&M’S® Brand Milk Chocolate Candies
Stackable Display Case
Item #38146
14 oz.
36 Ct. Case
ZREP: 240686
M&M’S® Brand Peanut Chocolate Candies
Stackable Display Case
Item #38145
14 oz.
36 Ct. Case
ZREP: 240684
M&M’S® Brand Peanut Butter Chocolate Candies
Stackable Display Case
Item #42285
12.7 oz.
36 Ct. Case
ZREP: 255794
M&M’S® Brand Pretzel Chocolate Candies
Stackable Display Case
Item #46027
10.9 oz.
36 Ct. Case
ZREP: 266528
Item Range
M&M’S® Brand Milk
Chocolate Candies
Item #42310
14 oz.
24 Ct. Case
ZREP: 256481
M&M’S® Brand Peanut
Chocolate Candies
Item #42307
14 oz.
24 Ct. Case
ZREP: 255877
M&M’S® Brand
Peanut Butter
Chocolate Candies
Item #42311
12.7 oz.
24 Ct. Case
ZREP: 255792
M&M’S® Brand Pretzel
Chocolate Candies
Item #46028
10.9 oz.
12 Ct. Case
ZREP: 266435
Item Range
Mixed King Size RTA
168 Ct.
Item #46105
266409
Mixed Singles Counter Unit
72 Ct.
Item #10101727
ZREP: 276633
•36 Ct. SNICKERS® Brand Peanut Butter Squared Bars, 1.78 oz.
• 36 Ct. M&M’S® Brand Pretzel Chocolate Candies, 1.14 oz.
15
ZREP:
• 96 Ct. SNICKERS® Brand 2-To-Go Bars,
3.29 oz.
• 24 Ct. MILKY WAY® Brand 2-To-Go
Bars, 3.63 oz.
• 24 Ct. TWIX® Brand Caramel Cookie 4To-Go Bars, 3.02 oz.
• 24 Ct. 3 MUSKETEERS® Brand 2-To-Go
Bars, 3.28 oz.
Item Range
Mixed Singles
Quarter Pallet
1,056 Ct.
Item #10103187
ZREP: 278039
• 288 Ct. SNICKERS® Bar, 1.86 oz.
• 192 Ct. M&M’S® Brand Peanut Chocolate Candies, 1.74 oz.
• 144 Ct. M&M’S® Brand Milk Chocolate Candies, 1.69 oz.
• 144 Ct. TWIX® Caramel Cookie Bars, 1.79 oz.
• 108 Ct. MILKY WAY® Bar, 1.84 oz.
• 108 Ct. 3 MUSKETEERS® Bar, 1.92 oz.
• 72 Ct. SNICKERS® Almond Bar, 1.76 oz.
16
Mixed King Size
Quarter Pallet
360 Ct.
Item #10101931
ZREP: 276803
• 120 Ct. SNICKERS® Brand 2-To-Go Bars, 3.29 oz.
• 72 Ct. M&M’S® Brand Peanut Chocolate Candies Sharing Size, 3.27 oz.
• 48 Ct. M&M’S® Brand Milk Chocolate Candies Sharing Size, 3.14 oz.
• 72 Ct. . TWIX® Brand Caramel Cookie 4-To-Go Bars, 3.02 oz.
• 48 Ct. . MILKY WAY® Brand 2-To-Go Bars, 3.63 oz.
Item Range
Mixed Singles Mini Wing
264 Ct. 4/Ca.
Item #10101932
ZREP: 276804
Mini Wing #1 contains:
• 36 Ct. 3 MUSKETEERS® Bar, 1.92 oz.
• 24 Ct. SNICKERS® Almond Bar, 1.76 oz.
17
Mini Wing #2 contains:
• 36 Ct. MILKY WAY® Bar, 1.84 oz.
• 36 Ct. MILKY WAY® Simply Caramel Bars, 1.91 oz.
Mini Wing #4 contains:
• 36 Ct. SNICKERS® Bar, 1.86 oz.
Mini Wing #3 contains:
• 36 Ct. SNICKERS® Peanut Butter Squared
• 36 Ct. Twix® Brand Caramel Cookies Bars, 1.79
Bars, 1.78 oz.
oz.
• 24 Ct. Twix® Brand Peanut Butter Cookie Bars,
1.68 oz.
Merchandising Objectives
and Insights
Objectives:
• Grow share and physical availability
• Gain secondary merchandising locations via the use of displays in high-traffic areas
• Leverage open stock items for secondary display on front end caps or promotional aisle
Insights:
• Confectionery is a very emotionally driven category . The in-store environment currently does not deliver the imagery which could lead to more
impulsive behavior, but eye-catching displays placed in high traffic areas do deliver!
• 79% of shoppers said they had been tempted to buy confection at the spur of the moment
• Use displays to tempt the passionate fan and trigger impulsivity by making chocolate more mentally available in-store
•
98% of shoppers cover less than half the store. Placing confectionery in high traffic locations such as lobby, perimeter and front end cap can
drive incremental sales by capturing “impulse” purchases. (Lifts range from 12.6% to 55.8%)
• Arrival (lobby) and departure (front end) are crucial points of display – as 100% of shoppers making a purchase MUST pass through these
areas. Upon entering, shoppers are most positive about confectionery and their visual recall of communication is highest.
• Focus on future consumption in lobby when shoppers are purchasing for others and immediate consumption on front end when
shoppers are purchasing for themselves
18
Point of Sale Materials
The following point of sale materials will be available in NVISION by July 31st 2012:
Cling - NFL12C001
Crack back - NFL12A001
Dangler - NFL12D001
19
Mod-Pod- NFL12M001
Point of Sale Materials
Two-Sided Balloon NFL12B001
20
Point of Sale Materials
Team Lugons and Superbowl Are
available!
Customizable
Lugons
NFL Llama display - NFL12L001
21
Point of Sale Materials
Giants Lugon
NFL12L002
Cowboys Lugon
NFL12L003
Texans Lugon
NFL12L004
Bears Lugon
NFL12L006
Bengals Lugon
NFL12L007
Colts Lugon
NFL12L008
Patriots Lugon
NFL12L009
Steelers Lugon
NFL12L010
Saints Lugon
NFL12L011
Falcons Lugon
NFL12L005
Superbowl Lugon
NFL12L012
Point of Sale Materials
Team Stickers and Superbowl Are
available for Header!
Customizable Stickers for Header
NFL Dump Bin with Header - NFL12D002
Point of Sale Materials
Hex Dump Bin Team Stickers Available
Cowboys- NFL12S002
Texans - NFL12S003
Falcons - NFL12S004
Bears- NFL12S005
Bengals- NFL12S006
Colts- NFL12S007
Patriots - NFL12S009
Steelers - NFL12S010
Giants- NFL12S001
Saints - NFL12S011
Superbowl - NFL12S012
Point of Sale Materials
Item Number
NFL12C001
NFL12D001
NFL12M001
NFL12A001
NFL12B001
NFL12D002
NFL12S001
NFL12S002
NFL12S003
NFL12S004
NFL12S005
NFL12S006
NFL12S007
NFL12S008
NFL12S009
NFL12S010
NFL12S011
NFL12L001
NFL12L002
NFL12L003
NFL12L004
NFL12L005
NFL12L006
NFL12L007
NFL12L008
NFL12L009
NFL12L010
NFL12L011
NFL12L012
NFL12CS01
25
Item Description
NFL SNK CLING
NFL SNK DANGLER
NFL SNK MOD POD
NFL SNK CRACK BACK SINGLES
NFL BALLOON
NFL DUMP BIN W/HEADER SET
NFL DUMP BIN STICKER GIANTS
NFL DUMP BIN STICKER COWBOYS
NFL DUMP BIN STICKER TEXANS
NFL DUMP BIN STICKER FALCONS
NFL DUMP BIN STICKER BEARS
NFL DUMP BIN STICKER BENGALS
NFL DUMP BIN STICKER COLTS
NFL DUMP BIN STICKER PATRIOTS
NFL DUMP BIN STICKER STEELERS
NFL DUMP BIN STICKER SAINTS
NFL DUMP BIN STICKER SUPERBOWL
NFL LLMA
NFL LLMA LUGON GIANTS
NFL LLMA LUGON COWBOYS
NFL LLMA LUGON TEXANS
NFL LLMA LUGON FALCONS
NFL LLMA LUGON BEARS
NFL LLMA LUGON BENGALS
NFL LLMA LUGON COLTS
NFL LLMA LUGON PATRIOTS
NFL LLMA LUGON STEELERS
NFL LLMA LUGON SAINTS
NFL LLMA LUGON SUPERBOWL
NFL CLIP STRIP
GSV Volume Objectives
Volume Breakout by Customer/Channel
Item
Immediate Consumption:
SN PBSQR/MM PRTZ 72CT CU 3CA
MXD FILLED BAR KS RTA 168CT
264ct Mixed Singles Mini Wing
MXD KS QTR PLT 360CT
MXD SNGL QTR PLT 1056CT
MXD SINGLES FULL PLT WM
Future Consumption:
SNICKERS MNTR BNS BAG DSPL 13OZ 32/CA
MIXED MNTR BONUS 12OZ VRTYBG DSPL 32/CA
TWIX CARAMEL MINIATURES 13OZ DSPL 24/CA
MIXED MNTR BONUS QTR PLT
M&MS MC OPEN STOCK 14OZ BNS 24/CA
M&MS PEANUT OPEN STOCK 14OZ BNS 24/CA
M&MS PB OPEN STOCK 12.7OZ BNS 24/CA
M&MS PRETZEL OPENSTOCK BNS 10.9OZ
M&MS MILK CHOC 14OZ BNS BGS DSPL 36/CA
M&MS PEANUT BONUS BAG 14OZ DSPL 36/CA
M&MS PB 12.7OZ BNS DSPL 36/CA
M&MS PRETZEL 10% BONUS DSPLCA 10.9OZ 36/CA
36/CA
M&MS MC/PN/PRT 10% BONUS QTR PLT 288CT
26
288ct Club M&M's Peanut 56oz Pallet w/Skirt
Total GSV
Mass
Club
Drug/Specialty
$
700,000
$
-
$
-
$
3,300,000
$
-
$
-
$
700,000
$
-
$
-
$
$
750,000
$
700,000
$
750,000
$
-
$
-
$
-
$
2,000,000
$
-
$
-
$
$
3,200,000
$
$
-
$
$
1,000,000
$
-
$
-
$
775,000
$
-
$
-
$
400,000
$
-
$
-
$
1,200,000
$
-
$
-
$
1,250,000
$
500,000
$
-
$
1,600,000
$
700,000
$
-
$
800,000
$
200,000
$
-
$
600,000
$
200,000
$
-
$
2,300,000
$
-
$
-
$
2,425,000
$
-
$
-
$
700,000
$
1,400,000
1,400,000
$
-
$
-
$
-
$
-
$
$
$
-
$
$
3,400,000
1,400,000
3,200,000
1,400,000
$
500,000
$
375,000
$
200,000
750,000
700,000
Value
$
50,000
$
450,000
$
300,000
$
750,000
-
$
$
-
-
$
-
$
$
100,000
100,000
-
$
$
-
$
-
375,000
200,000
-
-
$
200,000
200,000
$
1,500,000
1,500,000
$
500,000
$
Convenience
$
750,000
$
1,900,000
1,900,000
$
$
300,000
300,000
$
450,000
450,000
$
150,000
150,000
$
200,000
200,000
$
900,000
900,000
$
1,000,000
1,000,000
$
350,000
350,000
$
600,000
600,000
$
Grocery
-
-
$
500,000
$
-
$
-
$
400,000
$
-
$
-
$
200,000
$
1,200,000
1,200,000
$
-
$
-
$
-
$
-
$
-
$
450,000
$
-
$
-
$
450,000
$
-
$
-
$
450,000
$
-
$
$
1,400,000
1,400,000
$
1,425,000
1,425,000
$
200,000
$
-
$
$
-
$
-
$
-
$
-
350,000
$
-
$
-
$
800,000
$
3,400,000
3,400,000
$
-
$
-
$
-
$
-
Next Steps
•
Sell in the 2013 Superbowl Program!!
•
Ensure all Superbowl items are on display from December - February
•
Run features on the Superbowl program when possible
•
Utilize the Mars Sponsorship Activation site on Salesforce.com (www.marssponsorships.com) to request NFL
assets or information in support of the Superbowl 2013 Program
–
Contact Derek Daugherty for additional requests
•
Don’t forget the Team Activation and custom opportunities through shopper marketing - NFL SHOP in-store
program is flexible enough to create customizable opportunities and assets for top retail customers!
•
Utilize NVISION for the exciting POP/POS materials available!
•
Be ready for the 2013 Super Bowl checkpoint due Sept. 5th in Cycle 10.
27
Appendix
NFL Strategy: Leverage the NFL sponsorship to create a ‘5th Season’ for MARS’ chocolate
portfolio and our customers
Occasions
Translate NFL equities into ownable
signature items to drive relevance
in football occasions
Merchandising
Leverage NFL property to create
retail experiences and drive
customer differentiation
OBJECTIVE
Own the 4th quarter
snack occasion by
reinforcing relevance
of MARS chocolate
brands within
consumers’ NFL game
day repertoire
Affinity categories
Partner with NFL sponsors to
create shopper inspired game day
solutions and new RTM
Communication
Reinforce SNK & M&M’S brand
story & expand reach among NFL
fan base
Kickoff is
Superbowl 2012
Recap
NFLX Sponsorship - the fan zone
experience at the Superbowl
Attendance
Super Bowl XLVI (Indy)
Super Bowl XLV (Dallas)
Friday, January 27:
16,142
Thursday, January 27:
5,124
Saturday, January 28:
42,238
Friday, January 28:
8,232
Sunday, January 29:
41,156
Saturday, January 29:
30,810
Monday, January 30:
18,858
Sunday, January 30:
32,415
Tuesday, January 31:
26,629
Wednesday, Feb 2:
5,434
Wednesday, February 1:
28,688
Thursday, Feb 3:
11,134
Thursday, February 2:
16,806
Friday, Feb 4:
13,872
Friday, February 3:
25,039
Saturday, Feb 5:
49,269
Saturday, February 4:
49,483
Sunday, February 6:
12,683
Total
31
265,039
TOTAL:
168,973
NFLX Sponsorship - the fan zone
experience at the Superbowl
•
•
Superior Branding and Consumer interaction
2012 activation showcased Matthew Stafford and Robbie Gould autograph appearances at the SNICKERS® and M&M’s® activation
spaces –signing autographs for NFLX attendees at the SNICKERS®/M&M’s®-branded NFLX Autograph Stage
32
NFLX Sponsorship - the fan zone
experience at the Superbowl
• SNICKERS® and M&M’s® brand ambassadors were present for all 9 days of NFLX
activation and distributed nearly 150,000 pieces of product at Field Goal Kick and
Let It Fly
33
NFLX Sponsorship - the fan zone
experience at the Superbowl
Brand Exposure: Network Coverage
•
Our activation spaces were
perfectly placed at the
Entrance to NFLX, giving fans
a SNICKERS® & M&M’s®branded welcome to the fan
festival. In addition, this
placement allowed us to gain
invaluable additional
exposure on the NFL Network
via their studio coverage live
from NFLX.
34
Game Day
at Lucas Oil Stadium
NFL Pregame Tailgate
• SNICKERS® branded the security stations at the pregame tailgate party and offered Mars
Ice Cream products once inside
35
Game Day
at Lucas Oil Stadium
SNICKERS® and M&M’s® brands had unmistakable presence at Lucas Oil Stadium! This included a takeover of
the East Gate and Concourse at the venue.
36
Game Day
at Lucas Oil Stadium
In addition to M&M’s® logo placement and replay features, the debut of the Ms. Brown commercial aired on the
Lucas Oil Stadium Jumbotron!
37