Snickers: Advertising & Brand Profile

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Snickers is the world's top-selling candy bar, and a key pillar of the Mars confectionery portfolio. According to research from Euromonitor, it overtook stablemate M&Ms as the world's best-selling confectionery product in 2012. Global retail sales are estimated at around $3.7bn, almost half of that from the US, where it is the #1 impulse snack bar, and among the top five take-home brands. The product comes in several sizes, as well as in the form of ice cream bars and cones, and scoop ice cream.

Selected Snickers advertising

Which agencies handle advertising for Snickers? Find out more from the Account Assignments database.

Who are the competitors of Mars? See Confectionery index for other companies

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.Subscribers may access the following website links:

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Recent stories from Adbrands Update:

Adbrands Social Media 31st Aug 2018: "Rap Battle". AMV BBDO secured what is arguably the biggest star yet to grace the long-running Snickers "You're Not You..." campaign. Better still, they persuaded the venerable Sir Reg to poke gentle fun at himself, while also getting down with a somewhat younger and very different generation of musical artists. Also featured are US rappers Boogie, Emarr Kuhomano and Monique Lawz as well as British-born Femi Nylander. In the accompanying release, EJ claims "Most people already know I've long been an advocate of hip-hop and that's why I wanted be a part of this." We're not sure who exactly those "most people" are; personally we think they had him at free Snickers.

Adbrands on Social Media 8th Mar 2018: Don't you just hate people who pronounce words the wrong way? BBDO New York delivers more inspired madness for Snickers. It's Almond. With an 'L'. 

Adbrands Weekly Update 2nd Mar 2017: Ads of the Week: "Recovery Room". Here's BBDO New York's hilarious new spot for Snickers, depicting a medical disaster. This would be brilliant if it was your own phone involved. Somebody else's not so much. The "You're Not You When You're Hungry" creative concept clearly has plenty of miles left on the clock. 

Adbrands Weekly Update 9th February 2017: Ads Of The Week: "LIVE Super Bowl Commercial". Here's another clever Super Bowl ad, one that may in fact have been a little too clever for its own good. Mars and BBDO NY made a big thing in advance of the Big Game that their Snickers ad with Adam Driver would be performed LIVE. That allowed the resulting spot (which we're guessing was actually pre-recorded) to make archly clever use of the long-running "When You're Hungry" slogan. In this case: "You Ruin Live Super Bowl Commercials When You're Hungry". It's post-modern to an extreme, so the subtlety of that conceit was probably lost on most of the viewing audience. But, hey, there's enough slapstick and violence to keep even the least sophisticated viewer happy.

Adbrands Weekly Update 4th Feb 2016: Ads of the Week: "Marilyn". BBDO New York manages to top almost all of its previous work on Snickers, including last year's Danny Trejo/Marsha Brady mash-up, with this brilliant new installment in the You Aren't You When You're Hungry series. Even the world's most glamorous movie star is susceptible to hunger pangs. The outrageous stunt casting provides a major additional surprise.

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