Snickers has always spoken about hunger and how it changes people. Taking this proposition forward is its new campaign that asks the pertinent question, ‚ÄúWho are you when you are hungry?‚ÄĚ
The brand has also played with its packaging as a part of this campaign. Putting an 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.
Created by Bottle Openers, the campaign consists of three 20-second TVCs. Each TVC focuses on one particular symptom ‚Äď 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. These TVCs will also be amplified digitally through online video bumpers of six seconds each.
Talking about the launch of the Snickers Hunger Bars activation, Yogesh Tewari, Marketing Director, Mars Chocolate, said, ‚ÄúSnickers is synonymous with hunger satisfaction and the new Hunger Bars, with their localised 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 favourite product.‚ÄĚ
Speaking about the campaign and the thought behind it, Saurabh Kapoor CEO and Co-Founder, Bottle Openers, said, ‚ÄúSnickers 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‚Äôs 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.‚ÄĚ
Client: Mars Wrigley Confectionery
Creative Agency: Bottle Openers Digital Solutions
Creative: Utkarsh Singh, Payal, Apurva Chaturvedi, Neeti Verma, Kamalroop Kaur Ladhar
Account management: Saurabh Kapoor, Arushi Agarwal
Planning: Sachin Kumar
Production House: R.A.T Films
Directors: Ashutosh Shah and Taher Shabbir
Producer: Ruchi Narain