Brief Explanation

SNICKERS is the world’s biggest chocolate bar brand. But it’s only number 8 in Australia. Each and every week it joins in the shouting match of price promotions and novelty flavours to get noticed. And in this impulsive category, the brand that wins is the one that’s most front-of-mind. SNICKERS needed a moment of ‘fame’ to strengthen its grip in people’s repertoires. SNICKERS’ global platform ‘You’re Not You When You’re Hungry’ is a simple and effective construct. The formula of hungry celebrity + TV ad is proven to work. But we had a limited budget, and so making another TV ad or using a fame-inciting celebrity were both out of the question. So we did some digging around how we could make SNICKERS famous in other ways. We quickly learnt that people ‘liked’ the ads, but they lacked a ‘tension’ that made them inherently sharable. We found the types of things that got our target talking were topics that touched on sensitive cultural issues, like climate change or politics. And a common theme within these topics was frustration at those sticking to the expected cultural script - politicians being slippery, skeptics being closed-minded, naysayers saying no. Our thought for SNICKERS was to show that when certain controversial figures were hungry and not ‘acting themselves’, they act for the better, not worse. We brought this to life with ‘Aussie Builders’, an online video documenting builders yelling ‘cat-calls’ to the unsuspecting people below - but with an important twist. Instead of insulting women, they called out empowering statements, such as ‘that colour really works on you’, and ‘a woman’s place is wherever she chooses’. This video was seeded online to YouTube and relevant publishers and quickly exploded. The whole world was watching, debating and even parodying the statement SNICKERS had made. Publishers like Huffington Post, Time and Perez Hilton weighed in. In just 2 weeks, it had over 3.3million views, 680,000 shares and increased mentions in Australian social media by 398%. This incredibly viral campaign reaped in $11million in global earned media value from a $25,000 media investment and contributed an incremental $680,000 in Australian sales for SNICKERS compared to the same period in 2013. It truly drove fame and fortune for the SNICKERS brand.