BBDO
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Levitra • Jeep • FedEx • Campbell's Soup At Hand • Snickers |
Snickers
Snickers was a brand with strong equity in the hunger satisfaction arena and although it had previously garnered high awareness, more recently had not been living up to its potential. During its 18-month hiatus from communications, competitors Oh Henry! and Mr. Big had gained momentum in the segment.
The creative solution lay in the Snickers brand essence: It is a hefty bar. This, combined with the fact that people get cranky and exhibit poor judgment when they’re hungry formed the core of an engaging creative idea: Maybe you’re just hungry.
The campaign was launched with guy-relevant, humorous situations depicted in two TV commercials. In one, a guy in jeans and T-shirt thwarted the beheading of a king by saying: “Is this really about Eddie here using all your tax money to build a hot tub or is everyone here just a little down ‘cause they’re hungry?” The campaign was subsequently rolled out into print, outdoor and guerrilla applications.
After several months in market the campaign helped to propel Snickers’ sales to an increase of 33%.
Television
 King |
 Sword |
 Snickers |