Snickers: You're not you when you're hungry

Principal author: Alex Lewis, Abbott Mead Vickers BBDO
Contributing authors: Peter West, Mars; James Miller, Abbott Mead Vickers BBDO

SECTION 1: INTRODUCTION

Creating global advertising ideas is tricky business. More often than not the great global brands of our time have been born out of being great global products rather than big communications ideas. And a quick look at the IPA Effectiveness database would seem to confirm this; only 13 of the 526 winning papers represent global campaigns, and only one of these is a food brand, where the localized nature of culinary trends typically works against you.

What successful global ideas there are tend to stem from rigorous central control. But such an approach was never going to work for Mars, home of SNICKERS and perhaps the world's largest de-centralized company. So we needed to embrace this philosophy and give local markets an idea so exciting that they couldn't fail to execute it brilliantly themselves.