Snickers’ is the world’s biggest chocolate bar, and in many of its markets the most loved. But this success has been built upon individual markets developing their own marketing materials.
The following Add campaign established Snickers as a chocolate bar that satisfies hunger. They have positioned themselves as a solution for being hungry. The campaign worked on a universal assumption, namely that when you’re hungry your mood and your abilities change. When people are hungry, they’re actually not themselves and their role in the group is threatened. As a proper, nut-filled bar, Snickers can sort out the hunger and restore your role in the pack. The campaign continues to run across social, television, retail, print and is one of the most successful global campaigns that was able to be stretched across 40 markets and drive real business results.
Different market communication Tools adopted by Snickers were.
Print advertising: In their print ads, Snickers focused on showing regular, every day people doing things that were uncharacteristic for the activity they were performing. The ad below shows individuals that are unable to focus on the task at hand. These normal activities have become difficult and unmanageable because they’re hungry.
Television advertising: Many of us have seen the Snickers ads featuring Betty White and Joe Pesci portraying individuals who are, again, acting uncharacteristically because they are hungry. This idea furthers the central message of the campaign.
But, did it work?
According to the 2011 Effie Awards, in the first three months of the campaign, Snickers saw global growth. In the United States alone sales volume increased 8% and single sales rose by 13.4%.
Snickers first started with an idea that was central to their core values and then they tailored each message to the medium they needed.
What other campaigns have you seen that impact you?
Authors: Borris Dsouza & Hernan