- As part of Snickers' latest marketing campaign, instead of the typical logo, Snickers bars will have personalized wrappers featuring 21 different words that each describe the bad moods people might take on when they're hungry. Snickers calls them "Hunger Bars."
- The label change comes along with the "Dial-A-Snickers" commercial, wherein a call center matches people who need a Snickers bar for a hungry loved one with a bike messenger that brings a Snickers bar with a label that matches the loved one's symptoms.
- Snickers is taking a cue from Coca-Cola's "Share a Coke" promotion, which gave Coca-Cola a more than 2% sales bump last year after the company printed names and other "warm and fuzzy terms" on the labels of various Coke products, The Wall Street Journal reported.
While Coca-Cola's promotion was aimed to be more of a sweet-natured gesture, Snickers takes a darker, more humorous approach by offering consumers the chance to call out their family and friends and make fun of people for acting a certain annoying way because they're hungry. Hunger Bars seem to be a natural outgrowth of Snickers' "You're Not You When You're Hungry" campaign, which started with a 2010 Super Bowl spot featuring Betty White.
"We believe the new bars will inspire people to not only quickly identify their own symptoms and satisfy their hunger, but give them a new, fun way to call-out friends and family on who they become when they're hungry, too," Snickers brand director Allison Miazga-Bedrick told Adweek.
Introducing, the Hunger Bars - #SNICKERS bars with hunger symptoms on the wrapper. Stores just got more #satisfying. pic.twitter.com/fwDrhFxUyu— SNICKERS® (@SNICKERS) September 21, 2015