FCB Revamps SnackWell's Ads

Competition in the Category Changes Campaign’s Direction
NEW YORK–What’s so great about low-fat food? If it doesn’t taste good, and you don’t feel as if you’re cheating, the answer is nothing.
That’s the concept behind a new campaign for SnackWell’s cookies breaking today that repositions the Nabisco brand as a mischievous indulgence rather than a healthy snack.
The new work, from Foote, Cone & Belding here, breaks today on network and cable TV.
Donna Summer’s 1979 hit, “Bad Girls,” plays throughout the 30-second spot, which shows sensuous close-ups of the new Coconut Creme cookie.