Snickers Essay

Snickers as a brand has made tremendous leaps of progression since trying to recoup themselves as a brand and a competitor in their market not only in the USA but on a global scale. Snickers was successful in achieving their goals that they set out to accomplish in 2011 by setting objectives for their campaign, compiling a strategy for specific appeals and types of message to be used in the advertisements and using not only their target audience but the media environment that the audience fell within to maximize their impact on the public and the market their product is in. Objectives that were set prior to the release of the campaign in the United States was to reverse declining volume sales. To be precise, Snickers wanted to grow their total volume by 3% and singles volume by 5%. After a short three months, Snickers blew those objectives out of the water by growing total sales to 8% and singles to 13.4%. Given that the U.S. was given the competitive environment, there was a steady increase in media investment as well as merchandising levels.

For sending out the message, Snickers used a juxtaposition of iconic female celebrities that embodied a specific hunger traits to help make the message of the commercial/advertisement very clear to the viewer. Getting the message out during popular TV moments was a must for this to be success to a mass population. Snickers had to assess popular culture with not just iconic celebrities but also heavy viewing television times (in the USA, an example of this would be the Super Bowl). By applying popular culture to their message, ears were wide open for their emotional appeal which became the hunger trait of “acting like a diva”. Shortly after, the slogan “You’re not you when you’re hungry” became not only nationally known but a global hit as far as marketing antics