Positioning & range strategy for Snickers, by BLINK


Snickers, one of Europe's leading workwear brands, present in over 20 countries, had lost in attractiveness due to competitor moves and low price alternatives. There was a need to reinvent the brand using its strong heritage of innovation, irreverence and challenging old truths about workwear functionality and looks.


BLINK helped define a new position, new target group definitions and a new range structure in a series of workshops with Snickers’ CEO and senior management.


The brand is built around the need of the driven professional users to have both the highest technical functionality and the best looks. Worklife is too short for ill-fitting, no-name workwear.


The implementation of the new position, target group and range structure is ongoing at Snickers.