PowerPoint Presentation

Youre Not You When Youre Hungry

HistoryIn 1930Mars introducedSnickers, named after the favorite horse of the Mars family.The Snickers candy bar consists of nougat, peanuts, and caramel with a chocolate coating. The bar was marketed under the name "Marathon" in the UK and Ireland until 19 July 1990, when Mars decided to align the UK product with the global Snickers name (Mars had marketed and discontinued an unrelated bar named Marathon in the United States during the 1970s). There are also several other Snickers products such as Snickers mini, dark chocolate, ice cream bars, Snickers with almonds, and Snickers peanut butter bars.

1980s2015The Big Idea behind this campaign

Our big idea was all about showcasing this story: that when guys get hungry, theyre actually not themselves and their role in the male group is threatened. As a proper, nut-filled bar Snickers can sort out that hunger and restore your role in the pack.Snickers USA Commercial

Comedian Robin Williams has an appearance in the Snickers Coach commercial, launched in January 2013 as part of the Youre Not You When Youre Hungry campaign. Robin Williams appeared as a floral shirt wearing coach giving crazy advice to the Hawks football team at half time. When presented with a Snickers bar Williams took a bite and was transformed into the teams real coach, a big, tough, african-american guy that yells at his layers like a normal coach. Fellow comedian Bobcat Goldthwait had a cameo as a hungry cheerleader.Snickers China Commercial

Launched at the end of August, in the China spot Mr Bean plays to a slightly different hungry behaviour, which sets up the concept of the "Fist of Hunger" that is used throughout the integrated campaign.The advert is the latest instalment in the hugely popular "You're Not You When You're Hungry" campaign. Set in ancient China and filmed in the style of martial arts epics, Mr Bean is a Kung Fu Master who is not feeling his usual self until his hunger is relieved by a Snickers bar.

What made the campaign so successful?1. HumourThe videos were very funny and well executed. When that happens, people laugh and tend to remember the brand that made them feel so happy. It also establishes the brand as hip and cool, appealing to a wide demographic.

2. CelebritiesThe videos included celebrities mostly over 40 years old who had a wide appeal to the audience, and are known to be friendly. This helps associate the brand at being friendly to, and including celebrities tends to increase the appeal of an advertisement.

3. LocalizationEach country has its own unique activities that appeal to its population, helping connect better with consumers. The company has a separate Facebook page for each country its in, once again helping it deliver more relevant and targeted messaging.

Bibliographyhttp://current.effie.org/downloads/2011_5627_pdf_1.pdfhttps://storify.com/OmarZaibak/snickers-you-re-not-you-when-you-re-hungryhttp://theinspirationroom.com/daily/2014/snickers-coach-robin-williams/http://www.campaignbriefasia.com/asia/2014/10/comedy-icon-mr-bean-plays-kung.htmlhttps://www.youtube.com/watch?v=6BPLR9l0CYAhttps://www.youtube.com/watch?v=QLgEG8sDpoAhttp://www.facebook.com/l.php?u=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FSnickers&h=-AQGiKPjb

Project by:Spnu AndreeaStnescu OanaGroup: 1737