The latest advertising campaign for the Snickers brand, starring Joan Collins and Stephanie Beacham, is based on the new strapline “You’re not you when you’re hungry.”
Reinforcing thel satisfaction that Snickers can deliver to get consumers “back to yourself when you are hungry,” the ‘hunger-crushing’ campaign has a light-hearted tone of voice to appeal to the core of the brand’s consumers.
Supported by an £8.1m media spend, the new TV ads will air from 22 January 2012, having been adapted for a UK audience from the US format.
The Snickers brand is currently the fastest growing top 10 bar, growing at 26% in 2011 and worth £62.7m.
The launch of the new creative aims to build on this successful brand momentum.
With further support from PR and digital activation, as well as bespoke POS and promotion materials in-store, the Snickers brand is hoping to achieve sales success in 2012.