Snickers Are Not Themselves When They're Hungry in Latest Campaign
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CLM BBDO and Snickers partnered to fool customers with Bounty's in Snickers packaging
For the last 10 years, Snickers' (a brand of Mars Wrigley group) baseline campaign has been ‘you are not you when you're hungry’. But now, in collaboration with CLM BBDO agency, the brand goes to the extreme and imagines what would happen if its team members too were not themselves on starvation.
A few days ago, the brand deliberately put Bounty bars inside Snickers packaging. Immediately the story spread around on Twitter with the hashtag #Snickersgate. The allergens are the same for these two products, so the brand has not exposed its consumers to any risks.
Very soon #Snickersgate got to the top trend on twitter. Snickers lets the story go around for 24 hours before revealing the hoax in an ad signed ‘We're not us when we're hungry’.