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Mars Markets Caffeinated Snickers

  • Promo, Tuesday, January 29, 2008 10:45 AM

Mars Snackfoods' new Snickers Charged, which is spiked with caffeine, is being marketed as a mid-afternoon energy booster. The candy bar contains 60 milligrams of caffeine, taurine and B-vitamins. In comparison, an 8-ounce soda has 20 to 40 milligrams of caffeine; an 8-ounce coffee contains 65-120 milligrams.

To promote the product, Mars is teaming up with AntiGravity, an entertainment theatrical company, to hand out about 500,000 samples during halftime shows at college basketball games. Radio spots on sports programs, in-store advertising, displays and online marketing at www.Snickers.com support the launch.

Packaging features an image of a Rhino, which is meant to signify "energy," says Mars spokesman Ryan Bowling. The company is trying to appeal to people who are looking for an energy boost, mostly between the hours of 2 p.m. to 3 p.m., which it calls the "Snickers Charged Re-Power Hour."

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