Snickers: Hungry Slip-ups

This case study describes how Snickers Hong Kong rose from anonymity to fame by creating a platform to help Hong Kong residents call out public figures for their mistakes in a humorous way.

Snickers: Hungry Slip-ups

Owen Smith

Campaign details

Brand: SnickersBrand owner: Mars Food Inc.Lead agency: BBDO Hong KongCountry: Hong KongIndustry: ConfectioneryMedia: Outdoor, out-of-home, Print - general, unspecifiedBudget: Up to 500k

Executive summary

This paper tells the story of how Snickers rose from anonymity to fame by creating a platform to help Hong Kong call out public figures for their mistakes in a humorous way.

Snickers is a chocolate bar positioned around hunger satisfaction. The brand's success in markets across the globe directly relates to its ability to maintain...

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