First Snickers Work From TBWA\C\D Looks Inside

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Satisfaction is a recurring theme in Snickers’ advertising, all the way back to Bates, its agency in the early 1990s. In that sense, TBWA\Chiat\Day’s first work for the brand feels familiar, but this time the ads focus on the ingredients; in short, what makes Snickers satisfying.

The campaign, which breaks today, includes two TV spots, a viral component and, for the first time, a heavy outdoor presence that plays off the brand’s iconography. It also introduces a new tagline, “Most satisfying,” replacing the short-lived, “Hungry? Grab a Snickers.”

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