Snickers: Thinking like a Hollywood blockbuster

This case study shows how Snickers, a chocolate brand, used an internationally recognisable movie character to revive its long-running previous campaign globally.

Snickers: Thinking Like A Hollywood Blockbuster

Principal author: Elly Fenlon, AMV BBDO
Contributing authors: Matt Boulter, Dan Burdett and Clarence Mak, Mars Confectionery - Snickers; Michael Magee, Mars Chocolate UK; Catriona Collins, Katy Talikowska and Will Whalley, AMV BBDO

Summary

This is the story of how a single film, featuring Rowan Atkinson's Mr Bean character as a bumbling Kung Fu artist, became globally famous; connecting with 1.85bn people worldwide, and driving over $70m in incremental sales for Snickers, the chocolate brand. Inspired by Hollywood blockbusters, the initiative reframed the brand's established 'You're not you when you're hungry' idea...

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