Snickers enlists YouTube vloggers for ‘You’re Not You When You’re Hungry’ digital campaign
Mars Chocolate has launched a campaign which sees popular tutorial vloggers from across the world perform slightly off their A-game as part of a new global execution of the Snickers’ ‘You’re Not You When You’re Hungry’ brand proposition.
The campaign has been launched in eight countries across the globe including the UK, US, Puerto Rico, UAE, Egypt, Turkey, Lebanon and Brazil.
The ‘How-to’ and ‘DIY’ vloggers appear to be performing slightly poorer than usual before the end frame subtley unveils the content is a Snickers prank.
Dan Burdett, Snickers global brand director, said: “We are excited to be extending the reach of our phenomenally popular Snickers brand online tapping into the global popularity of ‘how to’ videos.
“The ‘off their game’ vloggers are an innovative digital twist on our hugely successful ‘You’re Not You When You’re Hungry’ TV ads. Between them the international vloggers in this campaign have over 7.5m subscribers, giving the brand campaign huge global reach.”
The video blog idea, conceived at AMV in London by Alan Wilson & Diccon Driver has been globally executed by BBDO, and all films are available now on YouTube – or check them out below.