Mars Chocolate North America
Client: Mars Chocolate North America
Title: Fix the World
Media: TV, OOH, Social
Date Of Campaign: 1/29/2020
Background: 2020 marks the 10th anniversary of SNICKERS “You’re Not You When You’re Hungry” campaign. Over the years, the campaign has gained a cultural foothold, making the brand synonymous with people acting humorously out of sorts.The new challenge we faced was to find a way to evolve the campaign, making it relevant to a rapidly-changing audience and span a wider media landscape, while retaining SNICKERS sense of humor and personality. Make it surprising and new, but still familiar. Make it far-reaching and audacious, but still relatable. And launch it all on America’s biggest and most scrutinized stage – the Super Bowl.
Idea: 2020 marks the 10th anniversary of SNICKERS “You’re Not You When You’re Hungry” campaign. The challenge we faced was to find a new way to evolve the campaign, making it relevant to a rapidly-changing audience and media landscape, while also retaining SNICKERS sense of humor and relatability. It also needed to launch on America’s biggest and most scrutinized stage – the Super Bowl.The solution was to go huge. Instead of giving one person a SNICKERS to get them back on track, we fixed the whole world with a giant SNICKERS. The film was supported with a campaign that included building a Guinness World Record-breaking SNICKERS, teasers where everyday people identified humorous modern-day problems & follow-up spots that showed how some of these problems had been fixed.
Results: The campaign inspired an overwhelmingly positive response in mainstream and social media, garnering 1.67B Earned Media Impressions, 1.96B impressions overall, and 11.3M Earned Impressions on Twitter alone, resulting in #SnickersFixTheWorld becoming a trending topic on Twitter during the game - one of the most crowded spaces for social conversation.The work earned top consumer and industry rankings, and placed SNICKERS top of mind and favor during a key moment, even reaching the elusive GenZ audience with a TikTok activation that earned over 118M Total Impressions (266% above benchmark), over 2B Video Views (157% above benchmark), and 1.3M Video Submissions with #SnickersFixTheWorld (141% above benchmark).