On Strategy Showcase A look back on Snickers' strategy with the team that shaped it
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Dec 2, 2023 Rankin Carroll and James Miller discuss the untold story behind Snickers' iconic campaign. They delve into the type of strategy provided by PBDO and highlight the importance of collaboration. The state of the Snickers brand and business is explored, as well as the debate between focusing on hunger or energy. The success and impact of the campaign featuring Betty White and Aretha Franklin is discussed, along with the evolution of Snickers' brand strategy.
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Empower Local Market Adaptations
- After finalizing the idea, let local markets adapt the campaign to fit cultural nuances and celebrities.
- This approach boosts ownership, relevance, and engagement across diverse global markets.
Power of Humanized Insight
- The success of the campaign hinged on a deeply human insight about hunger causing irritability and loss of self.
- This universal, visceral human truth allowed creative local teams to make the idea brilliant and authentic.
Broadening the Target Audience
- Original Snickers targeting was narrow on young males but limited in reach and growth.
- Campaign evolved to use relatable, broad-appeal humor accessible to young males and wider audiences alike.