Snickers
Snickers was always positioned as a sort of interim meal. The original agency, Bates Worldwide, a subsidiary of Saatchi & Saatchi, had created the workmanlike campaign “Packed With Peanuts, Snickers Really Satisfies.” A typical spot showed a fireman scarfing down a Snickers between meals.
When Maurice Saatchi was famously ousted from his own agency for being a spendthrift, M&M/Mars handed $375 million worth of business to BBDO. The Snickers strategy didn’t change, but the new goal was to target males age 18 to 22, and the company was open to anything. The “Hungry? Why Wait?” campaign revived a 67-year-old candy brand and won the Grand EFFIE Award.
Snickers | Scoreboard
This was one of the first two spots BBDO created for Snickers.
Snickers | “Casting Call”
The Snickers clients were willing to try anything. Not everything, however, made it to air. Here’s one spot that was a bit too strange even for them.
Snickers | “Elephant Walk”
This departure from the campaign promoted the addition of even more peanuts to Snickers. We used a real elephant as well as a CGI creature originally created by Industrial Light and Magic for the film Jumanji .
Snickers | “Ice Cream Cone”
Reese’s Peanut Butter Cups showed fluke accidents to explain how chocolate and peanut butter combined to create a totally new product. We found a more appealing way to combine ice cream cones and a Snickers bar.