ABT’s China arm, ABT Creative, was featured in an article profiling the recent growth of the Snickers brand in China in the lead up to the Beijing Olympics. According to the Wall Street Journal, the buzz created around the ‘Snickers Street Olympics’ has paid dividends, with an increase in Snickers sales of 75% in the first quarter of 2008, compared with the same time last year. Snickers is now the No. 2 brand in China’s US$438 million chocolate market.

The Wall Street Journal quotes ABT Creative’s CEO Peter Grose in relation to the strategy in positioning Snickers as an on-the-go snack, ‘Right now, people would go have some noodles if they got hungry during the day, but we want to suggest that Snickers is a little more convenient.’