‘Snickers Hunger Bars’ have come up with an innovative spin to its regular chocolate bar packaging. The newly launched Snickers Hunger Bars have swapped the Snickers logo with hungerrelated symptoms on the packaging. The new limited-edition packs will feature different hunger symptoms in four local languages.
The Snickers Hunger Bars campaign builds upon the brand’s global philosophy of how you’re not you when you are hungry. In India, the campaign gets a new spin through the tagline ‘Who Are You When You Are Hungry’. Through extensive consumer research in the country, Snickers has picked 19 hunger symptoms that are commonly recognised by urban millennials in India.
The 19 different types of Snickers hunger bars that will be available in the market, each with a different hunger symptom mentioned on it. These hunger bars, featuring hunger symptoms such as ‘Tubelight’, ‘Drama Queen’, ‘Princess’, ‘Junglee’ and ‘Laatsaab’ are an exciting way for people to call out friends who act out of character because they’re hungry.
The packaging innovation will be accompanied by a television, digital & outdoor campaign. Snickers has introduced three 20 second TVCs as part of the campaign, that will also be amplified digitally through online video bumpers of 6 seconds each.
Each TVC focuses on one particular symptom– one sees a girlfriend tell her boyfriend that he is a ‘Tubelight’ when he is hungry, the second has a dancer ‘Confused’ about his calling while the third sees a college student acting out of character and doing ‘Nautanki’ in the middle of class.
Talking about the launch of the Snickers Hunger Bars activation, Yogesh Tewari, Marketing Director, Mars Chocolate, said “The new Hunger Bars, with their localised symptoms, are the perfect way for us to engage with our primary target audience. We are reiterating our commitment to the Indian market by giving a locally relevant packaging twist to an old consumer favourite product. Through our research, we have successfully translated a global campaign into one that is completely India-focused.”
The Snickers Hunger Bars will be available in modern and traditional trade outlets across the country starting November 2017, priced at Rs.40/-