A look back on Snickers' strategy with the team that shaped it

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.

The Evolution of the Campaign

Over the years, the Snickers campaign has evolved strategically and creatively. While maintaining the core insight that hunger affects performance and behavior, the campaign has expanded to explore various other reasons that might make someone 'not themselves.' The goal was to create a space where both functional and emotional reasons for choosing Snickers could coexist. This versatility has allowed the brand to appeal to a broader range of consumers and maintain its success across different markets. The campaign's ability to be adapted and localized has been a key factor in its ongoing impact.

The Impact of the Snickers Campaign

The Snickers campaign has had a significant impact on the brand and the industry as a whole. It achieved remarkable growth, with double-digit sales increases and a global growth rate of over 15% within two years. The campaign's success was attributed to its deep understanding of the target audience, its ability to tap into a universally relatable human insight, and its commitment to creativity and storytelling. The campaign's momentum and cultural relevance were further amplified by the use of celebrity endorsements and strategic media placement. The Snickers campaign continues to be a shining example of the power of a well-executed and enduring idea.

The Legacy of the Snickers Campaign

The Snickers campaign has not only left a lasting impact on the brand but has also set a high standard for creativity and brand building within Mars Riggly and the wider industry. The campaign showcased the importance of having a clear creative ambition and the discipline to maintain the core idea while allowing for evolution and adaptation. It demonstrated the power of an idea to unite diverse teams and drive business success. The Snickers campaign serves as a testament to the enduring power of a well-executed and relatable concept that resonates with audiences around the world.

On Strategy Showcase

A look back on Snickers' strategy with the team that shaped it

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Quick takeaways

Deep dives

The Power of a Clear Creative Ambition

The Evolution of the Campaign

The Impact of the Snickers Campaign

The Legacy of the Snickers Campaign

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