Mars Wrigley honoured at FMCG Asia Awards 2025 for driving youth connection through Snickers

It achieved exceptional consumer reach through innovative fan engagement anchored in Malaysian K-pop fandom culture.

Mars Wrigley received the Consumer Engagement Initiative of the Year - Malaysia accolade at the FMCG Asia Awards 2025 for a campaign that reasserted Snickers’ relevance amongst younger consumers. The project drew on pop culture, digital interaction, and on-site experiences to extend the brand’s visibility across Malaysia’s Gen Z segment.

The award recognised Snickers Malaysia’s collaboration with Mingyu, member of the K-pop group Seventeen, whose “always hungry” persona aligned naturally with the brand’s long-running “You’re not you when you’re hungry” message. The partnership translated a familiar slogan into a tangible cultural reference point. It brought Snickers into everyday discussions within fan communities and positioned it as part of current youth culture rather than a distant corporate voice.

At Sunway Pyramid, a pop-up activation attracted more than 10,000 participants. The event formed the centrepiece of a broader digital strategy across Asia. Supporting content on social media generated 568,000 user-created posts, 1.6 million engagements, 14 million video views, and a total reach of 12 million. The campaign delivered US$3.6m in earned PR value and a double digit year-to-date increase in sales, confirming Snickers’ position as one of Malaysia’s fastest-growing confectionery brands.

Mars Wrigley employed a data-informed approach that connected Snickers with fan-driven trends to achieve measurable business outcomes. The findings demonstrated a clear understanding of how audience interests translate into brand participation and purchase intent.

This recognition highlights Mars Wrigley’s structured, insight-led strategy for building consumer engagement. It also reflects the company’s disciplined approach to campaign development, using evidence-based decisions to sustain growth and reinforce market relevance.

The FMCG Asia Awards, organised by Retail Asia, recognises companies that have made a significant impact on the fast-moving consumer goods industry. It celebrates the excellence of those who consistently deliver exceptional products, drive innovative initiatives, and execute remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here.  For more information about the awards programme, you may contact Shela Ramos at +65 3158 1386 or [email protected].