SNICKERS'® massive new campaign targets millennials in the most unusual way
The SNICKERS® Hunger Bars campaign builds upon the brand’s global philosophy of how you’re not you when you are hungry. In India, the campaign gets a new spin through the tagline ‘Who Are You When You Are Hungry’
SNICKERS® from Mars Wrigley Confectionery has launched a new innovative spin to its regular chocolate bar packaging. The newly launched SNICKERS® Hunger Bars have swapped the Snickers logo with hunger-related symptoms on the packaging. The new limited-edition packs will feature different hunger symptoms in four local languages.
The SNICKERS® Hunger Bars campaign builds upon the brand’s global philosophy of how you’re not you when you are hungry. In India, the campaign gets a new spin through the tagline ‘Who Are You When You Are Hungry’.
Through extensive consumer research in the country, SNICKERS® has picked 19 hunger symptoms that are commonly recognized by urban millennials in India. There will be 19 different types of Snickers hunger bars that will be available in the market, each with a different hunger symptom mentioned on it. These hunger bars, featuring hunger symptoms such as Tubelight, Drama Queen, Princess, Junglee and Laatsaab are an exciting way for people to call out friends who act out of character because they’re hungry.
Through this on-pack activation, SNICKERS® wants consumers to share these hunger bars with such friends, peers & colleagues or they can also pick up a hunger bar for themselves that shows their own mood when they are hungry.
This packaging innovation will be accompanied by a television, digital & outdoor campaign that will go live on 7thNovember.
SNICKERS® has introduced three 20 second TVCs as part of the campaign, that will also be amplified digitally through online video bumpers of 6 seconds each. Each TVC focuses on one particular symptom– one sees a girlfriend tell her boyfriend that he is a Tubelight when he is hungry, the second has a dancer Confused about his calling while the third sees a college student acting out of character and doing Nautanki in the middle of class.
Talking about the launch of the SNICKERS® Hunger Bars activation, Yogesh Tewari, Marketing Director, Mars Chocolate, said “SNICKERS® is synonymous with hunger satisfaction and the new Hunger Bars, with their localized symptoms, are the perfect way for us to engage with our primary target audience. Through the launch of the Hunger Bars, we are reiterating our commitment to the Indian market by giving a locally relevant packaging twist to an old consumer favorite product.”
On the campaign, Saurabh Kapoor CEO & Co-Founder, Bottle Openers, said, “Snickers has been successfully positioned as the go-to treat for those daily hunger pangs. With the new campaign, we wanted to reach out to the brand’s millennial audiences in a contextually relevant manner, by identifying the situations and people they relate to the most. Through our research, we have successfully translated a global campaign into one that is completely India-focused.”
The Snickers Hunger Bars will be available in modern and traditional trade outlets across the country starting November 2017, priced at INR 40.
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