Mars Snacking · 3 scenarios · Baseline: $16.2M
This scenario reduces Q4 paid digital exposure by $1.44M while maintaining total brand presence through experiential reallocation. The primary risk is execution timing: experiential activations require 8–12 weeks of lead time, and Q4 starts in 9 weeks. The agent recommends approving the shift for Snickers and M&M's immediately (sufficient lead time) and deferring the Twix shift to Q1 FY2027 to avoid a gap in coverage.
Baseline vs. scenario allocation — Q4 FY2026
| Program | Baseline | Scenario | Delta |
|---|---|---|---|
| Snickers Digital | $1.4M | $1.2M | -$210K |
| Snickers Experiential | $640K | $820K | +$180K |
| M&M's EMEA Digital | $1.2M | $1.0M | -$180K |
| Twix Digital | $600K | $510K | -$90K |
| Skittles In-Store | $680K | $800K | +$120K |
| Total impact | $4.5M | $4.3M | -$180K |