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The Drum

Snickers follows Coke’s lead for personalised package design campaign

Snickers has taken inspiration from Coca-Cola for its latest packaging design which has seen the Mars-owned chocolate bar replace its branding with 21 symptoms of hunger.

The new designs for the Hunger Bars, which appear to be influenced by Coca-Cola’s successful ‘Share a Coke’ campaign, feature words such as Cranky, Impatient and Whiny, and maintain the brand’s ‘You’re Not You When You’re Hungry’ positioning. To launch the packaging Snickers ran a humorous ad online featuring a hotline operator receiving calls from the public in need of a Hunger Bar for a peckish friend.

A percentage of bars will remain in the original packaging and print advertising for the campaign launches later this month. Snickers brand director Allison Miazga-Bedrick commented: "We believe the new bars will inspire people to not only quickly identify their own symptoms and satisfy their hunger, but give them a new, fun way to call-out friends and family on who they become when they're hungry, too.”

Snickers is the latest brand to deviate from its own logo on packaging: In May this year KitKat temporarily rebranded its packaging as ‘YouTube Break’ as part of a tie up with Google.