Snickers takes to the skies with latest major promotional campaign

Flagship Mars chocolate brand Snickers is aiming high with its latest major international campaign, known as ‘hungry skies’ as it seeks to capture an added slice of the on-the-go market, reports Neill Barston.

Its latest promotional push comes as the business is set to make a return for this year’s key Sweets & Snacks Expo, which is due to be set in an alternate location of Indianapolis, Indian between 14-16 May in the US.

The new Snickers campaign features a centrepiece video profiling the quirky kinds of behaviour that is synonymous with air travel and the corresponding turbulence it can potentially create for passengers in a light-hearted exploration of some of the unexpected pitfalls of taking to the skies in the 21st century.

As the business noted, its new “Hungry Skies” campaign is part of a broader effort to recruit millions of consumers to the Mars chocolate portfolio and shows Snickers as an essential travel snack in a relatable travel situations. Notably, as the company revealed, the brand, which had previously been known as Marathon in the UK, made 13% sales gains internationally, underlining its longevity.

The new ad has been created in partnership with BBDO New York, part of Omnicom, with the campaign pokes fun at out-of-sorts passengers with spots featuring airborne agitations like in-seat yoga, repeatedly pressing the call button and even sharing a seat with an emotional support snake.

“For nearly 20 years, Snickers has been the satisfying solution for moments when hunger has us feeling out-of-sorts,” said Rankin Carroll, Chief Brand Officer, Mars Snacking. “With international tourism expected to grow 15% in 2024 and over 6 million people flying every day, this campaign captures those increasingly and absurdly relatable instances we’ve all encountered traveling and reminds hungry travellers to grab a Snickers, to help keep them on track as they navigate the turbulent skies of travel.”

“Not a single day goes by that you don’t see a viral video of someone being out of pocket on a plane,” said Kristin Clark, SVP Creative Director, BBDO. “When we noticed that Snickers had never extended its iconic ‘You’re Not You When You’re Hungry’ campaign to travel, we knew that the brand had to come to the rescue,” said Matt Low, SVP Creative Director.

The campaign will kick off in the U.S. and Australia across TV, social, digital, and in-flight/in-airport activations before being scaled across Asia, the European Union, Brazil, Mexico, China, India, the Middle East and Africa. It is slated to run in 30+ countries starting now through the first quarter of 2025.

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