In 2006, Masterfoods Belgium understood consumers didn’t buy any candy bars like Mars, Twix or Snickers anymore because of their large size. No rocket science of course in a time were health and obesity are main trends, but it took a lot of courage to downsize the format. The business question was: will Masterfoods acquire enough new penetration by reducing the format to compensate the loss in volume / buying occasion?
The answer was yes. They reduced Mars from 54g to 45g (-17%), but shrinked 7 or 12 bars (according to the distributor) into a family pack to increase the volume per occassion. Communication was short and efficient: 15’ TVC with idiot proof messages.
The answer was yes. They reduced Mars from 54g to 45g (-17%), but shrinked 7 or 12 bars (according to the distributor) into a family pack to increase the volume per occassion. Communication was short and efficient: 15’ TVC with idiot proof messages.
Result? The product became relevant again and for the first time in at least 5 years, sales went up.
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