The Brief

The brief was to attract new customers by introducing Snickers as a fulfilling snack rather just a snack for their sweet tooth. It will put Snickers in a different genre from any other chocolate products in Indonesia.

Creative Execution

Snickers’ tagline is “Hungry? Grab a Snickers”. Therefore we wanted people in Indonesia to simply eat Snickers when they are hungry, especially when they do not have time to have a heavy meal. We gave office workers a to-go food paper bag with “Meal Time Express” logo on it. Then we shocked them through the tiny Snickers Mini that was attached on top of the huge plate when the bag was opened. Snickers is as fulfilling as a heavy meal, but its size is very small that it can be eaten fast.

Describe the creative solution to the brief/objective.

The idea was to give a direct response: the lightest heavy meal, for them who do not have time for lunch. Through this, people will realize that Snickers is not just a sweet snack.

Results

We conducted random Q&A to those people who received the “Meal Time Express” bag. Most of them do think that Snickers is as fulfilling as a proper lunch. As an addition, they find Snickers suits their sweet tooth. Snickers is, in fact, the lightest heavy meal.