Snickers and Skittles expand partnership with WWE

Dive Brief:

WWE and Mars brand Snickers renewed partnership for the fourth consecutive year that will see the candy brand be a presenting sponsor of WrestleMania on April 7, according to a press release.
Snickers will feature WWE Superstars promoting the brand’s "You’re Not You When You're Hungry" campaign in custom content by WWE. The creative content will air in WWE programming and across WWE’s global digital and social platforms, including its popular YouTube Channel. Snickers also released five limited-edition Hunger Bars with the catchphrases of five WWE stars on the packaging. The candy brand will also have a presence at WrestleMania Axxess, a five-day interactive fan festival.
Another Mars brand Skittles will be a presenting sponsor of WWE’s Hell in a Cell in September. The partnership will include cross-platform promotion on WWE’s global media channels, a co-branded custom integration and other activations.

Dive Insight:

Mars continues to leverage WWE's massive fan base to promote its candy brands. The sponsorships are part of Mars' efforts to connect with consumers across multiple platforms and grow their brand awareness, as the consumer packaged goods company is realizing that traditional advertising formats like TV are no longer enough to reach their key customers. Teaming up with WWE gives Snickers and Skittles the chance to engage with millions of wrestling fans, including the more than 40 million subscribers to WWE’s YouTube channel.

CPG marketers continue to look for new, interactive ways to build a following with a new generation of consumers, who may see the brands as outdated. Along with Mars, others have partnered with WWE and similar organizations. Last year, Nestle Waters America teamed up with WWE on #ChooseWater, which featured a social media contest and encouraged consumers to choose healthier lifestyles.

In a similar campaign, Kraft Heinz’s protein snack brand Oscar Mayer P3 and frozen foods line Devour recently expanded their partnerships with mixed martial arts brand UFC. The campaigns included original content series for Oscar Mayer P3 highlighting the importance of protein for athletes, and a Devour integration in a UFC YouTube series. Both brands were featured at UFC events, and the campaign included social media and telecast elements.