“You’re not you when you’re hungry.”
Kristina Thorud and Monica TruaxBA 493 Integrated Marketing Communications
IMC“You’re not you when you’re hungry.”- Print, media and web-based ads in
2010.
- Satisfies mental and physical exhaustion caused by hunger.
Carole Walker VP of IMC at Mars Chocolate of North America
“There’s no better environment to introduce Snickers new advertising campaign than the Super Bowl… The brand’s new advertising is funny, iconic and sure to be part of the national conversation that takes place during and after the game.”
Campaign Debut - Super Bowl XLIV
“Game” ◦Featuring Betty White and Abe
VigodaCommercial#1 Ad during 2010 Super Bowl
(8.68)◦USA Today Ad Meter
Print Ad:
Follow-Up Ad“Road Trip”
◦Featuring Aretha Franklin and Liza Minnelli
Commercial
Newest InstallmentSuper Bowl XLV“Logging”
◦Featuring Richard Lewis and Roseanne Barr
CommercialTop-rated ad in Funniest
Commercials◦TiVo Ad Ranking
Print Ads to FollowConsistent messageConsistent toneConsistent image
Interactive WebsiteWatch most recent commercialLearn about new products,
promotions and sponsorshipsCelebrity endorser
Snickers.com
Relation to ClassTelevision based Media Strategy
◦Reaches the Super Bowl audience◦Otherwise, uses pulsing scheduling
method- Simple message requires less frequency
◦Reinforce without over exposingCommercial Advertisements
◦Creative◦Humor appeal◦Celebrity endorsers
Happy Valentine’s Day
Questions?