Snickers introduces new Almond variant for every hungry brain

Mars Wrigley Confectionery India has launched a new variant of its chocolate brand Snickers — the all new Snickers Almonds that offers a base of nougat and crushed almonds, topped with a layer of diced almond mixed with caramel and enrobed with chocolate.

Traditionally associated with boosting brain power, Almonds have always been a favourite of every Indian home. Snickers Almond builds on this and highlights that hunger leads to forgetfulness, which further leads to all kinds of irresponsible behaviour. Therefore for every hungry brain, Snickers Almond is the answer.

The tagline ‘No Bhook. No Bhoolna’ takes a spin on the brand’s global proposition of ‘Who are you when you are hungry?’ and urges people to step up and take responsibility in their respective spheres of daily life.

The launch of the new variant will be supported by a television, digital and outdoor campaign, each of which will resonate with the idea of ‘You become forgetful when you are hungry’. The campaign reaches out to the brand’s millennial audiences by addressing everyday situations that are relevant to them. Whether it is reaching out to post on social media when someone is in trouble, or people not owning up to their responsibilities, the campaign reflects how hunger causes forgetfulness leading to irresponsible and irrational actions and behaviours.

Yogesh Tewari, Marketing Director, Mars Wrigley Confectionery, said, “As a brand, Snickers has always built on the proposition of ‘You are not you when you are hungry’ and this time, we wanted to bring in the angle of responsible behaviour with Snickers Almond. The campaign focuses on the goodness of almonds for hunger satisfaction and talks about stopping all kinds of irresponsible behaviour. The product is a new, delicious twist to an all-time consumer favourite, and we are confident that Snickers Almond will be well-received by consumers across the country.”

Two new 30-second TVCs have been introduced as part of the campaign that will also be amplified digitally through online video bumpers of six seconds each. Each TVC focuses on a real-life situation where people have forgotten their basic responsibilities as good citizens, because hunger has taken over their minds.

The first TVC sees a man in a gym running on a malfunctioning treadmill while everyone around him is capturing his plight on their smartphones. ‘When people are hungry, they forget how to behave’, he claims and gives the people standing by a Snickers Almond to satiate their hunger, followed by the adage ‘No Bhook. No Bhoolna’.

The second TVC is set in the context of a TV news show where politicians with differing views are seen throwing shoes at each other, while one of them hides under the table to save himself. A chaiwallah appears and asks him ‘Are you hungry?’. When the politician replies in the affirmative, the chaiwallah hands him a Snickers Almond and parts with the advice ‘No Bhook. No Bhoolna’.

Josy Paul

Josy Paul, Chairman and Chief Creative Officer, BBDO India, said, “‘You are not you when you are hungry’ is the famous worldwide brand idea for Snickers. To launch Snickers Almond in India, we built on this popular idea by giving it an ‘almond’ twist. We connected hunger to forgetfulness and memory loss, in a fun manner. Hunger can make you forget how to behave. We dramatised #NoBhookNoBhoolna using interesting social contexts and observations. And we executed these in a very Snickers way. You’ll see how Snickers Almond is the bar of substance that takes care of hunger so uniquely. The result is hilarious.”

Snickers Almond will be available in modern and traditional trade outlets across the country in two package sizes, priced at Rs 25 and Rs 50.

Film I:

Film II:

Credits:

Client: Mars Wrigley Confectionery India, Snickers

Creative Agency: BBDO India

Creative Team: Josy Paul, Ritu Sharda, Anunay Rai, Shinjini Banerjee, Jagpal Singh and Rashid Ali

Account Management: Rajesh Sikroria, Proteek Dey and Kritika Vasan

Planning: Ravi Bhat

Agency Producer: Krishna KV

Director: Rajesh Krishnan

Producer: Ameya Dahibavkar

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