A review of marketing strategy and branding behind Snickers
Snickers, owned by Mars, was introduced in 1930 and has been a candy favorite for years. The classic chocolate bar contains peanuts, caramel and nougat. It is also offered in many different forms and flavors. Mars mission focuses on Responsible marketing and revolves around their Marketing Code.
The wildly popular and award winning ad campaign, “You’re not you when you’re hungry,” by Snickers has allowed the increase brand awareness and to further reach global markets. The campaign’s comical, yet relatable messaging is universal. While the target audience appears to be men, the necessity for food is a commonality shared by all.
Snickers campaign advertisements answers the question of how and when to enjoy its product and has been proven a successful tactic for the already prevalent brand, some ads in the campaign have gone viral and won awards. The goals of the campaign is brand awareness and making Snickers top of mind . The advertisements show the product’s usefulness during anytime hunger presents itself. The campaign’s commercials feature many widely known celebrities and typically reference pop culture throughout many different decades. The power the celebrity appearances have added value to the brand in a way that gives it a sense of importance and relevancy.
The ad featured in Example #1 is a 31 second commercial that references the popular 1970s television show, The Brady Bunch. Snickers recreated, with real footage, the famous Brady Bunch episode that is known for the line, “Marsha, Marsha, Marsha.” Danny Trejo and Steve Buscemi, two gruff and manly actors, take the places of the delicate and feminine TV show characters, Marsha and Jan. In terms of design, the commercial maintains consistent branding of the TV show and the Snicker’s copy is featured in the show’s classic font and complemented by its theme music. This ad was strategically released during the 2015 Super Bowl and grabs older audiences and the millennials.
The print ad, Example #2, is seemingly basic in its design, yet intriguing. At first glance, the design draws the audience’s curiosity and causes some to double-take. The interactive ad asks the reader to rotate the page upside down to transform the illustrated face from a frowning, tired face into a smiling man complemented with the Snickers logo underneath him.
The print ad bodes well for drawing the reader in by requesting interaction and is amusing to view the creative illustration change. It goes beyond just a picture or copy; it actually offers entertainment, which shows clear brand alignment and a robust strategy. Unlike the commercial, the print ad only features a small profile view of the inside of a candy bar.
The campaign launched 2010, during the Super Bowl, and has been amazingly successful for the brand by winning the 1st Super Clio Award and increased sales. The ads have reached new markets and have translated seamlessly across the world. Hunger and comedy is the perfect recipe for a memorable ad.
Super Bowl XLIX Commerical: https://www.youtube.com/watch?v=3UO2A2p-19A