Snickers swaps out its name for hunger symptoms

Now you can call out your irritable friends by handing them a Snickers. Following the trend toward more personalized packaging like Coca Cola, Snickers is replacing its brand name on its packaging.

Instead of personalizing each bar with a person’s name, Snickers packaging is keeping with the Mars brand’s edgy “You’re not you when you’re hungry” vibe. The bars will be customized with 21 different hunger symptoms–among them 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, and Spacey.

As part of the campaign, the brand released an online spot from BBDO New York, about a hotline operator who takes calls and dispatches bike messengers to deliver the insulting candy to those in need.

Snickers wants you to share the new “Hunger Bars” with friends, but preferably when they’re being annoying because they haven’t eaten.

“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.

So, is your colleague being difficult today? Go and grab him or her a “Grouchy” Snickers bar and call them out.

Source: http://www.adweek.com/adfreak/snickers-swaps-out-its-brand-name-hunger-symptoms-painfully-honest-packaging-167061

Daniel is an Art Director and Graphic Designer with over a decade of experience in advertising and marketing in the Greater Toronto Area.

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