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Ad Analysis

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Brittany Bennett

on 28 May 2013

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Transcript of Ad Analysis

Overview Snickers has always positioned themselves as a product that satisfies hunger but this position had been lost in previous campaigns. The goal of the “You’re Not You When You’re Hungry” campaign was to reestablish Snickers’ position as a cure for hunger on the go and also to regain mass appeal through ads that both men and women of all ages could relate to while still maintaining the masculine energy of the brand. BBDO wanted consumers to believe that grabbing a Snickers is the best thing that you can do for yourself when you are hungry on the go. Overview Snickers has a long-time partnership with the NFL and has always been a male-dominate brand. Over time, their communication messages became so goofy and targeted towards young males that they were excluding a broad target market of consumers in favor of a very specific niche market. As a result of this coupled with increasing pressure from competition, Mars, Inc. saw declines in both volume sales and household penetration. To combat this, they hired BBDO New York to create an ad campaign that would help them reverse their declining metrics by creating new advertising messages that would appeal to a broader audience. Overview The “You’re Not You When You’re Hungry” campaign was created by BBDO New York for Mars, Inc. to promote their product, Snickers. Packed with roasted peanuts, creamy nougat, caramel, and milk chocolate, Snickers is a popular candy bar that has been on the market since 1942 and brings in about $2 billion in annual sales for Mars, Inc. Market Analysis From 2007 to 2009 Snickers lagged behind Kit Kat, Oreo, and M&M’s in US Sales, causing them to loose market share. Snickers was in danger of loosing their status as the world’s biggest chocolate bar. BBDO knew that driving sales in order to regain market share meant increasing penetration. Campaigns targeting penetration have a demonstrably larger affect on both market share and sales. Market Analysis Since most people are already familiar with the Snickers brand, the goal of this campaign was not brand awareness but rather to deliver “brand fame.” When a consumer walks into a store, there is always a number of other bars to choose from so the goal of brand fame was to make Snickers the most important bar on the shelf. Audience Analysis In the past, Snickers used deep male insight to target guys and associate their brand with things that are “cool.” Now that the goal of the brand is no longer to be cool but rather to be famous, BBDO New York had to find a way use deep human insight to target everybody and be talked about by the masses. You're Not You When You're Hungry Snickers Brittany Bennett MKTG 340 Final Term Project The Campaign Since the goal of this campaign was to make Snickers “famous” and popular with the masses, it made sense to incorporate real famous people into the campaign. BBDO New York made television commercials that featured pairs of celebrities in everyday situations behaving badly because they were hungry. The punch line of the commercials is that the celebrities are actually regular people who transform back into their usual selves once they eat a Snickers bar. These ads have featured Aretha Franklin and Liza Minnelli, Roseanne Barr and Richard Lewis, Joe Pesci and Don Rickles and most recently, Robin Williams and Bobcat Goldthwait. Audience Analysis The Campaign The basic brand value of the Snickers product is that Snickers satisfies hunger and cures symptoms such as crankiness and fatigue so that their customers can stay at the top of their game. When men are in a social situation amongst other men, there is usually a pack mentality and an unwritten agreement as to what sort of behavior is acceptable as “one of the guys.” The Snickers “You’re Not You When You’re Hungry” campaign illustrates various examples of a man morphing into someone that they’re not as a result of uncontrollable hunger until one of their male friends offers them a Snickers bar, thus restoring them back to their regular self. The Campaign Betty White and Abe Vigoda kicked off the campaign with the following television commercial that aired during the 2010 Super Bowl: The Campaign In additional to television commercials, this Snickers campaign also included a print element. “You’re Not You When You’re Hungry” print ads were designed to look like mock celebrity endorsement ads featuring former NFL players Jerome Bettis and Joe Theismann. Both ads showed magazine readers the NFL players endorsing ridiculous fake products on the left side of the ad. On the right side of the ad there was an apology statement asking readers to disregard the previous ad because they made bad decisions when they were hungry. Everyone has experienced the feeling of hunger and there are universal symptoms that are associated with hunger such as an inability to focus, lack of concentration, lethargy, irritability, and crankiness. Everyone knows someone who turns into a very different person when they’re hungry. Feeling off your game or acting like a completely different person when you’re hungry is a highly relatable situation for both men and women of all ages. The Campaign An additional element of this campaign appeared in magazines and on social media platforms when Snickers partnered with ProFlowers.com to create co-branded promotional offers for hungry husbands and significant others. The ad would contain Snickers branding (colors, typography, logo, slogan, etc.) but would have a 20% coupon in the middle for ProFlowers.com. Underneath the coupon were examples of times hunger could get you in trouble with your significant other and how Snickers and ProFlowers could bail you out. One ad read, “If hunger caused a delayed reaction to “Is she prettier than me,’ use this coupon. But next time, eat a Snickers.” Media Strategy According to Kantar Media, Mars Chocolate North America spent $44.8 million on television ads for Snickers in the first nine months of 2012. The weakness of using television as the key media component for the campaign was that television is much more difficult to measure than digital strategies or even some print strategies which were easily measured through the use of coupons. The benefit of using television is that is has the highest reach. Since the goal of this campaign was to make Snickers “famous” by reaching as many people as possible, television was an appropriate venue for this objective. Media Strategy Over the same nine months in 2012, Mars Chocolate spent $15.9 million to advertise in magazines. While this is significantly less then the amount that they spent on television ads, it is still a larger fraction of their media buy than most comparative companies. Mars Chocolate North America has always believed in print as an ad medium which is why they allocate a larger portion of their budget to print than most of their competitors. This is reinforced by the fact that they only spent one forth of their print budget to advertise on the internet. Mars spent $3.6 millions advertising online in the same nine months in 2012. There were also some small amounts spent on newspaper ads but Kantar media did not disclose the exact figure. Media Strategy In addition to paid media, Mars invested in owned media for the campaign as well. The Snickers website encourages customers to engage with them on social media by showcasing feeds from the Snicker’s Facebook, Twitter, and YouTube channels. The company is very active on social media and has over 11,000 followers on Twitter, just under 1,000,000 views on their YouTube channel and a whopping 9.8 million fans on Facebook. Media Strategy This campaign also received lots of earned media, especially from the advertising community. Industry blogs such as AdWeek regularly write about the campaign when a new element is released and they even received an Effie award in 2011 for their first television spot featuring Betty White. Results After launching this campaign at the Super Bowl XLIV, the Betty White commercial was awarded the #1 spot of USA Today’s Admeter, making the campaign an immediate success. Sales grew more than 13% and BBDO New York doubled their goal of aggressive household penetration reversal. They increased relevance across adults 18 to 49 by creating excitement surrounding the campaign and earned millions of unpaid media impressions. Conclusion For BBDO New York, the largest measure of success was when they saw a political cartoon about the healthcare debate where President Obama shouted at Nancy Pelosi, “You’re playing like Betty White out there!” For BBDO New York, this reference to their campaign confirmed that they had truly infiltrated pop culture, making the Snickers brand famous and securing their position as the world’s biggest chocolate bar.
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