Snickers: Hunger Insurance

Lora Vanhooff, Ana Julia De Oliveira,

Snickers confectionery created a 'hunger insurance' campaign to increase sales and brand association with 'hunger' among millennials in the United Arab Emirates.

Campaign details

Brand: SnickersBrand owner: MarsEntrant company: MarsIdea creation: Impact BBDO DubaiMarket: Middle East & Africa Sector: ConfectioneryMedia channels: Online display, Online video, Outdoor, Out-of-home, Point-of-purchase, In-store, Public relations, Radio & audio, Social media, Voice, Chatbots, Websites & micrositesBudget: Up to 500k

Executive summary

The campaign's goal was to reaffirm brand positioning in a way that was relevant to United Arab Emirates consumers, re-establish the hunger association with Snickers, and drive sales by driving brand. Disruptive promotional tactics were used to encourage millennials in the...

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