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On Strategy Showcase
A look back on Snickers' strategy with the team that shaped it
Dec 2, 2023
Rankin Carroll and James Miller discuss the untold story behind Snickers' iconic campaign. They delve into the type of strategy provided by PBDO and highlight the importance of collaboration. The state of the Snickers brand and business is explored, as well as the debate between focusing on hunger or energy. The success and impact of the campaign featuring Betty White and Aretha Franklin is discussed, along with the evolution of Snickers' brand strategy.
46:15
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Quick takeaways
- The Snickers campaign's success can be attributed to its ability to tap into a universally relatable human insight and its commitment to creativity and storytelling.
- The adaptability and localization of the Snickers campaign have been key factors in its ongoing impact and ability to appeal to a broader range of consumers.
Deep dives
The Power of a Clear Creative Ambition
The podcast episode explores the 15-year partnership between Mars Riggly and BBDO in creating the iconic Snickers campaign. The main focus was to redefine the brand and increase its growth. The team set out to create an idea that would have broad-based appeal and drive penetration. The brief emphasized the importance of humor and relatability, with a tone that was inclusive and accessible to a wide audience. The resulting campaign, centered around the tagline 'You're Not You When You're Hungry,' was an instant success, leading to significant growth and establishing Snickers as a global brand.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode