The trend toward more personalized packaging continues, with a twist, as Snickers is replacing its brand name on packaging with 21 hunger symptoms.
The twist is that, instead of being life-affirming or otherwise uplifting—like Coke's names-on-bottles campaign has been—there's dark comedy behind the Snickers packaging, in keeping with the Mars brand's edgy "You're not you when you're hungry" vibe.
Yes, Snickers wants you to share the new "Hunger Bars" with friends, but preferably when they're being annoying because they haven't eaten.
Among the 21 customized bars, there are some clearly disparaging ones. For example, you can give friends bars emblazoned with the words Cranky, Grouchy, Confused, Irritable, Impatient, Complainer, Whiny, Curmudgeon, Ornery, Testy and Snippy. Those 11 are balanced out by 10 other bars which are a bit less insulting—Rebellious, Feisty, Sleepy, Loopy, Goofball, Forgetful, Drama Mama, Dramatic, Princess, Spacey.
As part of the campaign, the brand has released this online spot from BBDO New York, starring a loopy goofball of a hotline operator who takes calls and dispatches bike messengers to deliver the insulting candy to those in need.
A percentage of bars will remain in the original packaging. Print advertising for the campaign launches later this month. "We believe the new bars will inspire people to not only quickly identify their own symptoms and satisfy their hunger, but give them a new, fun way to call-out friends and family on who they become when they're hungry, too," says Snickers brand director Allison Miazga-Bedrick.
This isn't the first time Snickers has tweaked its famous parallelogram logo. A print and outdoor campaign from 2006 replaced the word Snickers in the logo with hunger-related words like "Hungerectomy," "Satisfectellent" and "Nougatocity."
The Fans. The Brands. Social Good. The Future of Sports. Don't miss the upcoming Brandweek Sports Marketing Summit and Upfronts, a live virtual experience on Nov. 16-19. Early-bird passes available until Oct. 26. Register now.