A transformation of sweet temptation, Snickers and Twix are back with ice cream > News

‘Snickers Ice Bar’ and ‘Twix Ice Bar’, which are arriving in the domestic market this time, are more than just a simple expansion of the lineup, they are symbolic results that show the strategic moves of the global food brand Mars. Starting on June 15th, Mars Korea began to unveil its products in advance through the Naver Open Run special exhibition, and began to expand its online-based consumer contact points in earnest. In this exhibition, we are focusing on attracting the attention of the early market by providing exclusive coupons, purchase benefits through live broadcasts, and various free gifts such as wax balls and coffee coupons. This is interpreted as a result of Mars Korea's meticulous distribution strategy to actively utilize digital platforms to target the tastes of domestic consumers who are sensitive to trends.

Looking at the product composition, technical considerations can be seen in order to preserve the unique texture of ice cream while maintaining the identity of the existing chocolate bar. Snickers Ice Bar preserves Snickers' unique identity by melting the unique combination of nutty peanuts, rich caramel, and milk chocolate into a cold ice cream mix. On the other hand, Twix Ice Bar uses vanilla ice cream as a base and adds caramel and biscuits to maximize the contrast between the crunchy and soft texture that can be felt when eating a Twix chocolate bar. This reorganization is evaluated as a differentiated strategy that does not stop at simply imitating the taste, but allows consumers to enjoy the taste of the brand they have previously experienced in a completely new form of dessert.

Offline scalability is also a key element of this release. Mars Korea plans to sequentially expand its sales outlets to major convenience stores nationwide such as GS25, CU, 7-Eleven, and E-Mart 24 by the end of June, allowing consumers to easily purchase products anytime, anywhere. In addition, in July, we plan to hold large-scale tasting events and on-site events through the ‘Snickers Ice Bar Truck Campaign’ that will tour throughout Seoul. This appears to be a determination to go beyond a simple volume offensive and strengthen experiential marketing where customers directly experience the taste and communicate with the brand. It is expected to create a significant impact on the domestic ice cream market by adding localized marketing to the product power that has already been proven in over 60 countries, including the United States and Europe.

Sustainability, which Mars Korea emphasizes, is also an important aspect that cannot be left out in the launch of this new product. The company has revealed that it is actively using renewable energy at its major production facilities in Europe, and is projecting its values ​​as an environmentally conscious company into its products. This is in line with ESG management, which has recently become a hot topic in the food industry, and will contribute to building a positive brand image among young people who value value consumption. Mars has been accumulating know-how in expanding its brand into ice cream since 1986, and this global operation experience is expected to serve as a solid foundation to help it successfully settle in the domestic market.