Fashion Marketing Communication and

Social Media Marketing

Assignment - II

Submitted to:

Submitted by:

Mr. Pratik Gosh

Antarleena Sikdar

MFM - III
2014-16
National Institute of Fashion Technology, Bangalore

Snickers- the brand

Snickers was introduced by the founder of Mars, Inc., Frank Mars. The snickers candy bars
were introduced in 1930. The name "Snickers" came from the name came from the Mars
families favourite horse, whom was also named Snickers. A Snickers bar is about 2.07 oz. has
about 280 calories and about 130 calories from fat. Frank C. Mars and his wife Ethyl Mars
created the largest confectionery company in the world. They originally sold the Snickers bar
in England and Ireland. The candy was not named Snickers; it was called the "Marathon" bar.
In 1990, Mars changed its name to Snickers. This change moved the candy bar from ninth to
third place in popularity. In 2000, Snickers became the most popular selling candy bar in the
world and the best selling candy bar in history and had yearly worldwide sales of $2 billion.
The product:
It consists of chewy nougat topped with caramel and peanut, dipped in milk chocolate. Frank
Mars created the first Snickers Bar by putting a chocolate coating on a caramel, peanut
nougat candy that was already being sold and created on the market. The name "Snickers"
came from the name came from the Mars families favorite horse, whom was also named
Snickers. A Snickers bar is about 2.07 oz. has about 280 calories and about 130 calories from
fat. Frank C.
The campaign:
The Snicker's advertisements focus on the message, "You're not you when you're hungry."
This quote has become the main slogan for Snickers along with "Snickers Satisfies." The
campaign "You're not you when you're hungry" was first launched in 2010 and is still used
today. This campaign has brought the Snickers brand back on in the good light of critics after
a couple of failed ads in 2007 that were deemed to homophobic.
The situation prior:
Prior to the Youre not you when youre hungry campaign Snickers advertising was not
getting a good reputation. A Super Bowl commercial feature two men kissing, thanks to
eating a Snickers bar from opposite end, was pulled following complaints from gay rights
groups . This showed that the publicity Snickers was getting from the commercial was
negative which no company wants to receive. Snickers did not stop there however and the
following year got more backlash, for a commercial that aired in the U.K.. The commercial

featuring Mr. T. attacking a male speed walker with Snicker bars while shouting youre a
disgrace to the man race was pulled because gay rights activist from the U.S. complained.
This showed that even though the commercial never aired in the U.S. it still affected the
brands image in the country. This negative reputation help competing candy bars rise in sales
faster than the iconic candy bar once known for satisfying hunger.
The problem:
So the major problem was that there were eight different ad campaigns running around the
world but none of them focused on what had made Snickers a strong competitor to begin
with- that it satisfied hunger.
The new campaign:
Snickers needed to get back to its roots and to become relevant again. To do this Snickers
returned to BBDO, the ad agency who had previously done Hungry? Why wait?, Dont let
hunger happen to you and Snickers Satisfies campaigns.
By returning to BBDO, Snickers knew that they would be working with an ad agency that
understood their brand image.
BBDO found out that is always a universal code of conduct that needs to be abided by in
order to stay part of the male pack. There are certain universal symptoms of hunger that can
make a guy not keeping to that code of conduct. As a proper, nut-filled bar SNICKERS can
sort out that hunger and restore his place.
BBDO took this knowledge to create advertisements that made it appear that hungry men
were not a part of the group. They usually did this by having them portrayed by females when
they were hungry, as according to their idea, females are physically weak than males and are
always complaining.
Besides just having a campaign that would not be offensive Snickers wanted a campaign that
could be global. To do this Snickers wanted a campaign that was able to adapt to different
market without losing the message or local appeal. This meant that the message had to be
simple and to point.
So they came up with the campaign tagline, Youre not you when you are hungry.
Through the various ads it was showcased how men act when they are hungry.

The first ad came out during the Super Bowl in 2010, after that till today different ads from
this campaign have rolled in 56 different countries, having different celebrities and contests
for different country people.
The first ad:

The first commercial from this campaign was seen during the 2010 SuperBowl. This gives a
great deal of insight into who Snickers is targeting in their commercial. The average viewer
of the Super Bowl is a male between the ages of 18 and 45. Theses male have an idea what it
means to be part of a pack of men that play football and the rules that would be expected to
be a part of this pack. Betty White is featured in this commercial as an old whiney woman
who is not able to keep up with the pace of the game or catch the football. She is hit to the
ground landing in a puddle of mud after failing to make a catch. As she is lying in the mud a
look of disgust is across her face and she looks like as if she is on the verge of tears.
Surprisingly she gets up and returns to the huddle where the quarter back says Mike youre
playing like Betty White out there
This is where the audience first learns that Betty White is not really out there playing football
but it is some guy named Mike who in his normal state could fit in with the pack.
At this time Mikes girlfriend comes running up and offers Mike a Snickers bar. Still
portrayed as Betty White, Mike opens the Snickers and takes a bite which magically turns
him back to his normal self. His girlfriend ask him if hes better which he replies better
before returning to the game. The game continues but now the quarterback is hungry and is
seen as an old man before being sacked.

The words Youre not you when youre hungry are shown and read and the commercial end
with the candy car being shown along with the Snickers logo with satisfies underneath it.
The response:

They received an Effie award in 2011 for their first television spot featuring Betty

White.
After launching this campaign at the Super Bowl XLIV, the Betty White commercial
was awarded the Number 1 spot of USA Todays Admeter, making the campaign an

immediate success.
Sales grew more than 13% and BBDO New York doubled their goal of aggressive

household penetration reversal.

They increased relevance across adults 18 to 49 by creating excitement surrounding
the campaign and earned millions of unpaid media impressions.

Other famous ads from the campaign:

There were many other ads that came up after the first one. For example, the Horseless
Headsman ad that was released in the context of Halloween, the football coach ad featuring
Robin Williams etc.
Other celebrities who have appeared in the ads include Aretha Franklin, Liza Minnelli, Abe
Vagoda, Richard Lewis, Roseanne Barr, Joe Pesci and Don Rickles, Mexican singer Anah
and UK celebrities, Joan Collins and Stephanie Beachem etc.
Print ads of the campaign:
The Campaign In additional to television commercials, this Snickers campaign also included
a print element. Youre Not You When Youre Hungry print ads were designed to look like
mock celebrity endorsement ads featuring former NFL players Jerome Bettis and Joe
Theismann. Both ads showed magazine readers the NFL players endorsing ridiculous fake
products on the left side of the ad. On the right side of the ad there was an apology statement
asking readers to disregard the previous ad because they made bad decisions when they were
hungry.

The campaign in India:

The first ad:
In India the campaign was launched on 23 December, 2012 and the Indian adaptation
featured actors Rekha (in her first television commercial) and Urmila Matondkar,
Conceptualised by RK Swamy BBDO and directed by Bollywood director Imtiaz Ali.
The TVC is based on the insight that hunger makes people weak, affecting their behaviour
and people around them. The TVC shows boys in a car headed to play cricket. One of them
behaves like a heroine - personified by Rekha. One of the boys gives Rekha a Snickers
bar, and Rekha returns to his original form. A voice over then says, Kyunki hunger Acche
Acchon Ko Badal Deta Hai. Similarly, on arriving at the ground, the boy driving the car turns
into Urmila Matondkar, throwing a tantrum that he has to park the car. Another bar of
Snickers is called for.

Viability:
The TVC is present across 56 television channels and nine languages.
The second ad:
In 2014, November 29, another ad was launched starring Sonam Kapoor.
The film begins with a shot of a jeep crawling up a hill as a voice is heard saying, Come on
guys, push. The film cuts to the driver who is asking everyone to put in a little more effort as
they push the car up the hill. The film then cuts to the back of the car as Sonam Kapoor is
seen standing up as she screams in agony. She complains about how her hands have been
burnt and refuses to push any more. As she walks away, the friends wonder what is wrong. As
tensions rise, the friends begin to banter amongst themselves. Before things can escalate, one
friend stops everything and gives Sonam Kapoor a Snickers bar stating that, Rocky becomes
a heroine whenever he is hungry. As soon as Sonam Kapoor bites into the bar, we see Rocky
has once again become himself.
The film ends with a super that reads, Hungry, Grab a Snickers

Viability:
The ad was aired across 57 television channels and 7 languages.
Analysis of the campaign:
Target audience
Young male adults age 1335/40
The audience has been segmented based upon demographics (gender).
The male audience is appropriate for this product because they are relevant to the product and
conform to Snickers brand heritage. The brand image itself is chock full of intangible
masculine elements within its brand identity: dark colors, bold type, patriotism in the color
scheme etc.
Besides, generally, everyone has experienced the feeling of hunger and there are universal
symptoms that are associated with hunger such as an inability to focus, lack of concentration,
lethargy, irritability, and crankiness. Everyone knows someone who turns into a very different
person when theyre hungry. Feeling off your game or acting like a completely different
person when youre hungry is a highly relatable situation for both men and women of all
ages.

Media strategy:

The message is simply, Youre Not You When youre Hungry exaggerating through

hyperbole to generate an emotional response.

The campaign uses integrated marketing communications to reach maximum

audience through traditional and contemporary media channels.

According to Kantar Media, Mars Chocolate North America spent $44.8 million on
television ads for Snickers in the first nine months of 2012. The weakness of using
television as the key media component for the campaign was that television is much
more difficult to measure than digital strategies or even some print strategies which
were easily measured through the use of coupons. The benefit of using television is
that is has the highest reach. Since the goal of this campaign was to make Snickers
famous by reaching as many people as possible, television was an appropriate

venue for this objective.

Over the same nine months in 2012, Mars Chocolate spent $15.9 million to advertise
in magazines. While this is significantly less than the amount that they spent on
television ads, it is still a larger fraction of their media buy than most comparative
companies. Mars Chocolate North America has always believed in print as an ad
medium which is why they allocate a larger portion of their budget to print than most
of their competitors. This is reinforced by the fact that they only spent one forth of
their print budget to advertise on the internet. Mars spent $3.6 millions advertising

online in the same nine months in 2012. There were also some small amounts spent

on newspaper ads but Kantar media did not disclose the exact figure.
In addition to paid media, Mars invested in owned media for the campaign as well.
The Snickers website encourages customers to engage with them on social media by
showcasing feeds from the Snickers Facebook, Twitter, and YouTube channels. The
company is very active on social media and has over 11,000 followers on Twitter, just
under 1,000,000 views on their YouTube channel and a whopping 9.8 million fans on
Facebook. Media Strategy This campaign also received lots of earned media,
especially from the advertising community. Industry blogs such as AdWeek regularly
write about the campaign when a new element is released and they even received an
Effie award in 2011 for their first television spot featuring Betty White.

The strategy is effective in appealing to changing attitude, as it evokes an emotional response

of humour in the audience.
The purpose of the TV ads are to create something so memorable, the product is able to get
into the consumers long-term evoked set.
Television is extremely useful in reaching the campaigns target audience: for example, the
super bowl followers when the first ad was released.
Out of home ads
Out-Of-Home advertisements are focused on marketing to consumers when they are on the
go in public places, in transit, waiting, or in shopping.
OOH advertising formats fall into three main categories: billboards, street furniture (such as
benches, lamps, walls), and transit (bus stations, train stations, airports).
Snickers OOH campaign is effective because it triggers a behavioural response. These ads
are a way to reach people, and remind them that there is something fun and beneficial to mind
close-by.
OOH is very beneficial for reaching people, but tends to reach a broader audience

Product positioning strategies

Functional: Snickers positions use problem solving framework (youre hungry, slow, tired
and loopy, Snickers solves that problem), and a benefit framework (Snickers provides a key
benefit to these people to feel normal and on-the-ball).
Symbolic: Belongingness and social meaningfulness: Snickers uses its functional positions to
appeal to the male desire to belong to a pack and be socially accepted. When you are hungry,
you jeopardize your social common sense and risk your status as a member of a male pack.
Idea analysis:
Snickers is a brand that values being fun, active, social and funny. The brand campaign shows
these values by appealing to their audience through humor and the simple message, youre
not you when youre hungry.
They wanted to show that Snickers can be marketed as a meal replacement bar, as well as a
candy bar. Snickers is there for you those instances when youre not on the ball, and need
something to satisfy your hunger, raise your blood sugar and make you feel like you again.
The campaign promises to help you focus by curing hunger, no matter the situation.

Message and elements

Humour is a main appeal within this campaign to get the big idea across to Snickers target
audience.
The use of overly dramatic situations and exaggeration personifies the concept that being
hungry leads to funny situations, and is the effective framework utilized in the campaign.
Within Snickers print campaign, simple layouts in the color brown and a straightforward
message Youre not you when youre hungry
Key graphic elements present, along with an illustration that frames the message and gets
the campaigns point across in a way thats easy to visualize.
Campaign objective
Since most people are already familiar with the Snickers brand, the goal of this campaign was
not brand awareness but rather to deliver brand fame. When a consumer walks into a store,
there is always a number of other bars to choose from so the goal of brand fame was to make
Snickers the most important bar on the shelf.
Because it portrayed itself not just as any candy bar but as something that satisfies hunger and
that makes it different from the rest.
Media success
The campaign generated a large amount of earned media and press, as well as unpaid media
impressions.
They evoked a large and powerful response which created an awareness of the campaign so
strong among viewers that seeing other advertisements from the campaign create an instant
connection to the emotional response from the commercials.
The commercials were so successful; they penetrated pop culture, finding their way into
unpaid media outlets such as political cartoons and Saturday Night Live.
Results After three months of the campaign, Snickers reversed declining sales, and
increased volume sales by 8% and single-sales by 13.4% There was an 18,000% increase
in the search for Snickers on Youtube, with the commercials views on Youtube exceeding
over 20 million hits.

Controversies:
Though the campaign tasted success from the very beginning, it was not free from
controversies. The fact that a weak and hungry man was portrayed as a woman could be
offending as it is meaning to show that women are weaker and always nagging and creating
unnecessary drama.
They realised it along the way and later released an ad featuring Robin Williams where it
shows how an effeminate white comedian changes into a tough, African American head
coach after having a Snickers. this advertisement is unlike its predecessors; previous
ads showed that without a Snickers, a male would turn into a female. The commercial
has somewhat stepped away from the gender implications that were originally playing off
the stereotype that women complain a lot and that they are not as strong as men.

The print ad that first appeared in mens magazines did not do much better. One blogger
suggested that the print ads lacked inspiration and seemed dull. These ads had to be turned
upside down to see the message and appeared quickly thrown together. Snickers took the

criticism for their print ads and then released the aforementioned ads featuring Jerome Bettis
and Joe Theismann.
Conclusion
Overall, Snickers does prove the meaning that it satisfies throughout the use of ads and
commercials. Sports and Celebrities played a great factor in increasing popularity for the
candy bar. Snickers unique way advertising with comedy definitely helped it become a
memorable commercial advertiser. "You're not you when you are hungry" has created
meaning and questioning all over the world. Through the increase of sales and popularity of
the snickers candy bar we see that Snickers truly does satisfy.
For BBDO New York, the largest measure of success was when they saw a political cartoon
about the healthcare debate where President Obama shouted at Nancy Pelosi, Youre playing
like Betty White out there! For BBDO New York, this reference to their campaign
confirmed that they had truly infiltrated pop culture, making the Snickers brand famous and
securing their position as the worlds biggest chocolate bar.
Link for advertisements:

https://www.youtube.com/watch?v=18ya0-OZ58s
https://www.youtube.com/watch?v=6BPLR9l0CYA
https://www.youtube.com/watch?v=GLDZ-gAKbqo
https://www.youtube.com/watch?v=yf39vt0MKug

Bibliography:

http://static1.squarespace.com/static/54ef7ebbe4b03f072874cb08/t/552606c6e4b0256

f7f4cc886/1428555462995/SNICKERS_R_Macausland_K_LaCour.pdf
https://prezi.com/h0_wlf8buu1x/ad-analysis/
https://loyolasummer.wordpress.com/2013/06/19/snickers-coach-ad-analysis/
http://snickersad.blogspot.in/
http://www.academia.edu/6272495/Snickers