How Snickers Transformed a Basic Biological Need Into Super Bowl Success

'Looking at hunger from a new perspective felt like it could have long-term potential'

In the fall of 2009, Snickers came to BBDO with two big challenges: an ambition to create a Super Bowl spot that would score high in the USA Today Ad Meter (the one poll that mattered back then) and a long-term task to rejuvenate the brand, one that was iconic and loved but forgotten in the minds of many consumers.

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This story first appeared in the Jan. 28, 2019, issue of Adweek magazine. Click here to subscribe.