For the last 10 years, Snickers©’s (a brand of Mars Wrigley group) base line campaign has been “you are not you when you’re hungry”. The brand and its agency in France, CLM BBDO wanted to show consumers what might happen if its own employees were hungry.
To demonstrate the idea, the brand surprised consumers by disguising Bounty Bars as Snickers, upsetting fans who took to Twitter to voice their questions and complaints. In just a few hours the hashtag #SnickersGate went viral, sparking over 20,000 interactions.
The candy brand let the sensation continue for 24 hours before finally letting their fans in on the hoax, with the spinoff tagline “We’re not us when we’re hungry”. A reminder that nothing satisfies like a Bounty Snickers.
*FYI : the allergens are the same for these two products, the brand has not exposed its consumers to any risks.
Credits:
Creative Director: Benjamin Dessagne
Creative Director: Stéphane Santana
Vice president: Julien Lemoine
Artistic Director: Théophile Robaglia
Copywriter: Joseph Rozier
Sales Director: Judith Romero
Customer Director: Meigge Sauvaget
Advertising Manager: Lisa Perrot
Head of Social Media: Fabio Iazzetta
Social Media Consultant: Youcef Boualem
Head of TV Production: Isabelle Darroman
Producer: Pierre Boudin
Video Editor: Philippe Bienaimé
Post-producer: Laurianne Freguin
Communication & Influence Manager: Marion Weill-Collange
Communication & Influence Consultant: Fanny Sachot
Production credits
Production: Big Production
Director – Chief Operator: Christophe Deroo
Production Director: Nazha Dhamani
Production Director: Marc Fuentes
Producer: Nizar El Tayeb
Sound: Schmooze
Calibration: Back-up
About the Contributor
Theda Braddock is an American who lives and works in Paris. She helps agencies develop their communication and promote creativity, and writes for several publications when she has time.
