Collect Zoomers

Background
SNICKERS® is the #1 chocolate bar brand in Kazakhstan. But its core audience was mainly millennials. Younger buyers knew the brand — they just didn't see it as theirs.
Among 18–34s, the brand was underperforming on Consideration, 1M Usage, and brand image attributes like "fits me" and "trendy."
At the same time, FC Kairat made history — qualifying for the UEFA Champions League group stage for the first time ever. For Kazakhstani football, it was a turning point. For young fans in Almaty, it was the moment they'd been waiting for years. And they wanted to keep it.

Idea
We made SNICKERS® the object of a collector's hunt — and turned the brand into a symbol of the biggest moment in Kazakhstani football history.
Kazakhstani football had never had its own collectible artifact — something a fan could hold and say: this is my club, this is my moment. Together with FC Kairat, SNICKERS® and Magnum launched the first-ever official licensed player card collection — released the year the club stepped onto the European stage for the first time. Not a promo insert. A real collection.
One purchase became a way to collect a piece of history — card by card.

Execution
The launch took place in Almaty — the club's home city — through the Magnum retail chain. This is where Kairat's fanbase is most fired up, and where the moment carried the most weight.
The mechanic was simple: buy 3 SNICKERS® bars, get a random player card.
The random drop created the thrill of collecting: who did you get, who are you missing, what card you can swap with other collectors. Every card became a reason to talk — in store, on social media, among fans.
Product, football and the behavior of a young audience came together in one simple, honest mechanic — no media budget, just the power of the moment and the desire to hold onto it, to be a part of it.

Results
In 4 weeks, the activation drove growth across sales, brand metrics and organic reach.

Sales results:
Modern Trade, Almaty:
+33% in Units,
+30% in Volume vs. the month prior
Magnum retail chain, Almaty:
+89% in Value,
+83% in Units

Brand health among 18–34:
- Aided Awareness: +4pp
- Consideration: +6pp
- 1LM Usage: +5pp

Media results:
- 6.7M+ digital reach
- 40,000+ UGC posts across Instagram,
- Media budget spent: $0
Release Date 16 November 2025