Snickers Research Julius Roy-Macauley

← Confectionary chocolate bare introduced by Mars Incorporated.← Globe sales in Snickers has an annual income of $2 billion← Snickers founded in the year 1930 named by the “favourite horse” of the Mars family← In the UK as well as Ireland, Snickers was sold under the brand name ‘Marathon’ until 1990. Recently, Snickers Marathon branded energy bars have been sold in some markets.← Traditionally Snickers bars have 16 peanuts in each bar, and more than 99 tons of peanuts go into making over 15 million Snickers bare each day← Snickers also have small branches off the main brand such as: Snickers mini, Snickers peanut butter, almond, dark and Snickers ice cream← Advertisements in recent history have seen snickers received celebrity endorsements from the likes of Mr.T, NASCAR drivers Kyle Busch and Ricky Rudd← In July of 2005, tens of thousands of Snickers and Mars Bars were removed from South wales store shelves due to a series of threatening letters which resulted in fears that the chocolate bars had been poisoned. The last letter he sent included a Snickers bar contaminated with a substance which was later identified as rat poison← In the early 2000s, deep fried chocolate bars (including Snickers, and Mars bars) became popular at US state fairs, although they had been a local speciality in fish and chips shops in Scotland and England for some years despite containing an estimated 440 kilocalories per bar.← A replacement for the king size Snickers bar was launched in the UK in 2004 and designed to conform to the September 2004 Food and Drink Federation.←

4 TV commercials showingstrategy & audience Julius Roy-Macauley

← In the late 1990s, Snickers ran ads which featured someone making a self-inflicted mistake, with the voice-over saying "Not going anywhere for a while? Grab a Snickers!". One such ad had a player for a fictional American football team showing off his new tattoo of the team's logo on his back to his teammates. He then shows it to his head coach who, after complimenting the tattoo, immediately tells him that he's been traded to Miami. The player then goes to have his old team's logo replaced with the new team's logo. ← As a persuasive strategy this advertisement uses celebrity endorsement as well as humour. The effect of these to persuasive strategies would appeal to the audience as it would make them feel comfortable with the idea of investing in a snickers bar. Furthermore, another persuasive strategy used is celebrity endorsement as the advert includes the Buffalo Bills American football team. http://www.youtube.com/watch?v=By9ad7mmk8k←←←←←←←←←

← In 2006, Mr. T starred in a Snickers advert in which he rides up in an army tank and shouts abuse at a football player who appears to be faking an injury. In 2008, a European Snickers commercial in which Mr. T uses a Jeep-mounted Mini gun to fire Snickers bars at a speed walker for being a "disgrace to the man race" was pulled after complaints from a US pressure group that the advertisement was homophobic. The ad originally began airing mid-2007. Mr. T's main line in the ad was "Snickers get some nuts!"← Persuasive strategy employed is the use of celebrity endorsement from mr.t which is also a prolific actor in what can be seen to be more masculine films which also links back to the target audience of men in this particular advertisement. ← http://www.youtube.com/watch?v=NySN_plfiNI←←←

Legislation Julius Roy-Macauley

on the 26th February 2007 it was announced that their would be a vast change in the way in which food products can be advertised on TV. The rules have been tightened in response to Government and public concern about the increase in childhood obesity and the future health of the nation. (adverts glamourizing product too much)As a result, TV advertisements for food products that are classed as high in fat, salt and sugar (HFSS) will not be shown in or around shows that hold particular appeal for children up to 16 years of age. The ASA is responsible for administering the food rules and ensuring that advertisements adhere to the new content and scheduling restrictionsPublic policy concerns about the rising level of obesity and its associated health risks resulted in the Government wanting to see a change in the way food and drink is advertised to children. In the Health White Paper in November 2004 Ofcom, the ASA's co-regulatory partner for broadcast advertising, was asked to consider strengthening the TV advertising rules for food and soft drinks. After an exhaustive public consultation process Ofcom have finalised the scheduling rules for food advertising. Ofcom have applied the restrictions to those food products classed as HFSS as identified by the Food Standards Agency (FSA) Nutrient Profiling Model. The Broadcast Committee of Advertising Practice (BCAP), the body responsible for writing and updating the TV Advertising Standards Code, have finalised the content rules which will sit alongside and support the changes that Ofcom have introduced.  These rules cover a range of issues including the use of celebrities, diet and lifestyle, pressure to purchase, nutritional claims and HFSS products.

16/11/2011 09:56

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16/11/2011 09:56

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