DANA POINT, CA: Snickers, the chocolate brand owned by Mars Inc., took a strategic risk with its spot for last year’s Super Bowl, and believes the benefits of this effort have run much deeper than attracting attention during the big game.

Allison Miazga-Bedrick, Senior Brand Director/Mars Chocolate North America, discussed this subject at the Association of National Advertisers’ (ANA) Brand Masters Conference.

More specifically, she referenced Snickers’ live television commercial that was shown during the face-off between the New England Patriots and the Atlanta Falcons, and supported by various online activations before the NFL season-closer.

“We’re a brand that’s even better,” Miazga-Bedrick said in describing the payoffs from this effort. (For more, read WARC’s in-depth report: Behind the scenes with the riskiest Super Bowl ad … ever.)

On the one hand, she explained, this initiative gave the brand a new level of confidence about what could be achieved by stepping outside the advertising comfort zone.

“More importantly than the results,” Miazga-Bedrick said, “it was really the courage that it took for us to do it: Being big. Being brave. Being bold.”

Building on this theme, she reported that Snickers’ relationship with BBDO, its agency, was strengthened: “From a Mars’ portfolio perspective, being innovative will not only make us better, but also make our partnership with BBDO better.”

This partnership had yielded considerable success with a slate of spots based around the tagline “You’re Not You When You’re Hungry”. But even the most profitable alliances occasionally require a refresh.

“In any relationship,” Miazga-Bedrick said, “after seven years, there’s an ‘itch.’” And to scratch that creative urge, she said, “We wanted to be the first brand doing something live.”

This determination also had personal benefits for the executives involved. “I know I’m a better marketer for going through [it], and I think I’m a better client as well,” Miazga-Bedrick said.

Sourced from WARC