Strategy and Sausages:
A British Strategic Planner in Germany
Friday, 6 October 2017
A Snickers by any other name would taste as sweet
One of the best campaign insights of recent years is that from Snickers: You're Not You When You're Hungry. I know my family will certainly attest to the truth of this one, and it's a great idea that the brand have been using in their advertising for seven years now. So it definitely has legs. Or peanuts.
The latest incarnation of the campaign idea is individual named Snickers bars with a choice of 21 alter-hungry-egos from Stroppy to Grouchy to Moaner to Drama Mama to Faffer to Grumpster. Sounding vaguely like a re-imagining of the 7 dwarfs, the idea is either to buy one for yourself (as a warning to others) or, better still, for a chum or family member.
I know that this idea is adapted from the 'Share a Coke' thought, but I find it even better. Not only is the personalisation element there, but it ties in with a long-running campaign based on a super insight into human nature, which Snickers have made their own. In the US, where they've already run this idea, they got an impressive uplift in sales, and I'm not surprised.
I can almost, almost forgive the brand its own name change from Marathon right back in 1990.
When I was little, I wanted to be a spy. I got off to a good start, studying Psychology at Trinity College, Cambridge but somehow got side-tracked into the wonderful world of advertising and marketing.
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