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'
The initial spot spurred a popular series of ads that won much acclaim.
BBDO
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.
This story first appeared in the Jan. 28, 2019, issue of Adweek magazine. Click here to subscribe.
