Snickers has built on its famous ‘You’re not you when you’re hungry’ brand proposition by adapting the message to target hungry students fretting over the looming exam season.
A limited-edition of the nougat, nut and caramel chocolate bar has been formulated. Carrying the message ‘Exams can be stressful, don’t let hunger add to it’, the Snickers Exam Bars will be made available, each carrying a motivational message such as ‘Do Well’, ‘Rock On’ and ‘Shine On’, supported by tongue in cheek film showing how a full stomach can banish exam blues.
Introducing a variety of humorous characters such as The Topper, The Borderline Case and The Optimist the comical campaign provides insights into the various winning strategies employed by students such as guessing what topics might come up to simply hoping for the best.
Akashneel Dasgupta, chief creative officer - Delhi, at BBDO India, said: “Every classroom is a microcosm of society. We find all kinds of characters, almost stereotypes. But two things that are common is that they all get stressed during exams and hunger aggravates it. It manifests in their behaviour and everyone behaves in a way that’s atypical of them. Snickers address their hunger pangs so that they can give their best. And one can be at their best only when they are themselves and not hungry.”