Creativity

Snickers calls people 'jerks' then apologizes in introduction of new flavors

By Kyle O'Brien | Creative Works Editor

Snickers

|

Creative Works article

June 20, 2018 | 3 min read

Snickers is taking its 'You're Not You When You're Hungry' platform to a new level, with a surly print ad that calls its customers 'jerks'. The resulting 'apology' then promotes the candy bar maker's new flavors.

The campaign, created by BBDO New York, is being rolled out in two installments. The first, which debuted last week, is a print ad that includes a message that was clearly delivered while someone was hungry – "Try New Espresso Snickers, Jerk!"

Phase two, which runs this week, includes print, digital video and social, and is a series of apologies to everyone who was offended by the original ad’s choice of words, blaming their irritability on hunger.

Snickers Apology

Snickers Apology campaign

In a 60-second spot, a Snickers spokesperson apologizes for the ad's tone. His mea culpa includes "when we ran this print ad to let you know about new Espresso Snickers, admittedly, we were hungry." Cut to a call center, where a customer service rep apologizes to a woman for the company, stating: "Please apologize to your son for us. We didn't mean to upset him on his birthday." The spokesperson comes back on to ask customers to look past the indiscretion and try the new flavor variations: Salty & Sweet, Espresso and Fiery.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Supporting this flavor launch is an integrated campaign including print, digital/online video and social elements within the “You’re Not You When You’re Hungry” brand platform.

The work includes Snickers Hunger Bars – packaging that reflects the different symptoms of hunger, like the aforementioned "Irritable" and "Wimpy."

For the past seven years, Snickers has delivered fun and unexpected executions within the 'You’re Not You When You’re Hungry' platform, including a humorous Snickers Almond ad.

Snickers: Jerk, Apology by BBDO New York

By Snickers

Overall Rating 5/5

Vote now
Creativity

Content created with:

More from Creativity

View all

Trending

Industry insights

View all
Add your own content +