Snickers Takes On Side Effects

M&M/Mars is launching a new ad campaign for Snickers that further attempts to illustrate how the candy bar satisfies hunger.

The work is in the humorous vein of past efforts but introduces a new tag line. The first of two 30-second spots from BBDO in New York breaks today on network TV and spot cable. In it, a football coach scolds his team for a poor first half and outlines a new strategy: Get changed and get on the bus.

“Then, we’re going to go home,” the coach bellows. “And play video games!” The players roar with approval. Cut to a narrator: “Loss of competitive edge. Another unfortunate side effect of hunger.”

The other spot shows a guidance counselor advising a student to join a cult instead of going to college. “Gross incompetence at work,” the narrator says. “Another unfortunate side effect of hunger.” The tag in both ads: “Don’t let hunger happen to you.”

The new approach focuses on mistakes made when people are hungry, said Rob Rawley, svp, senior account director on M&M/Mars at BBDO. “When people are hungry, they can’t do what they need to do,” he said. “It throws them off track.”

BBDO’s last Snickers campaign ran from 1996-2000; the tagline was, “Hungry? Why wait?” A 1996 commercial showed a man painting “Chefs” instead of “Chiefs” on a football field. The spot suggested that the candy will satisfy his hunger for the duration of his task.

The client would not comment on spending; M&M/Mars spent more than $30 million in media on Snickers in 2000, according to CMR. BBDO handles media planning. Media Vest does buying for all M&M/Mars brands.