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Ad Campaign For Candy Bar Hammers Away On The Theme: Eat Snickers Or Behave Badly

February 19, 2013: 12:00 AM EST
Mars Chocolate’s TV marketing campaign for its Snickers candy bar for the past two years focused on the idea that celebrities – Betty White, Robin Williams, Joe Pesci, etc. – are just regular people who behave badly without their candy fix. The successful and well regarded “You’re Not You When You’re Hungry” campaign was expanded into print with celebrities touting fake products, then later apologizing for their endorsements because they used poor judgment when they were hungry. The BBDO-created campaign has now taken a co-branding turn, offering, for example, discount coupons for online flower purchases, and the suggestion that you may have ignored the flower offer previously because you hadn’t had your Snickers fix.
Stuart Elliott, "Candy Aims Print Ads at Consumers ‘Hungry’ for Redemption", The New York Times, February 19, 2013, © The New York Times Company
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