FMCG Asia Awards 2025 Winner: Kristi Kee of Mars Wrigley

Kristi Kee of Mars Wrigley highlights how the Snickers Malaysia campaign shifted its focus from traditional ads to genuine consumer engagement.

Following their win of the Consumer Engagement Initiative of the Year - Malaysia accolade at the FMCG Asia Awards 2025, she emphasises how the recognition validates Mars Wrigley’s community-driven, culturally impactful strategy.

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