Snickers Promo, Case study SNACKLISH by TBWA\Chiat\Day New York

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Industry Chocolate
Media Promo & PR, Case study
Market United States
Agency TBWA\Chiat\Day New York
Creative Director Rob Baird, John Matejczyk
Art Director Dave Sakamoto, Brad Wood
Copywriter Ryan Ebner, Jonathan Marshall
Released March 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: WRIGLEY
Date of First Appearance: Mar 9 2009 12:00AM
Entrant Company: TBWA\CHIAT\DAY, New York, USA
Chairman/Chief Creative Officer: Mark Figliulo (TBWA\Chiat\Day - New York)
Creative Director: Rob Baird (TBWA\Chiat\Day - New York)
Creative Director: John Matejczyk (TBWA\Chiat\Day - New York)
Art Director: Dave Sakamoto (TBWA\Chiat\Day - New York)
Copywriter: Jonathan Marshall (TBWA\Chiat\Day - New York)
Art Director: Brad Wood (TBWA\Chiat\Day - New York)
Copywriter: Ryan Ebner (TBWA\Chiat\Day - New York)
Executive Producer of Media Arts: Matt Bijarchi (TBWA\Chiat\Day - New York)
Director of Print Services: Evan Curren (TBWA\Chiat\Day - New York)
Pre-Production Company: (E-Graphics)
Printer: (Circle Graphics)
Media Agency: (MediaVest)
Media Agency: (Kinetic)
Media placement: OOH - Subways, Bulletins, Phone Kiosks, Storefronts, Taxi Tops, Urban Panels, Wi - New York,Denver,Atlanta,Baltimore,Boston,Chicago,Detroit,Cincinnatti,Minneapolis - 1 March 2009

Results and Effectiveness
We launched with over 200 unique executions, creating a campaign that was truly integrated across all forms of media on a national and local level. But we had also created a campaign that worked. Our target was actually spending time thinking, and talking about a candy bar. In fact, Snickers was the most buzzed about campaign of 2009 and was voted one of the top out-of-home campaigns of the decade. Most importantly, however, Snickers enjoyed the best sales year in the history of the brand, which at the end of the day is probably all that matters.

Creative Execution
We decided a good place to start was to simply talk like our target. This made us think of euphemisms. Every substantial moment in life has a set of euphemisms guys use to describe it. Like mattress dancing, or getting knocked up. And since eating a Snickers is a Substantial moment we thought we’d write our own. So we combined something from popular culture with something about Snickers to create a few hundred of the dumbest words and sayings we could think of. When it was all said done we had basically written a new language. We called it Snacklish. Snacklish gave us the flexibility to be as contextual as we wanted. We were able to write specific executions for even the smallest piece of the media buy. By making contextual and localised executions, Snacklish could be relevant to wherever it was being seen.

Insights, Strategy & the Idea
Snickers is a candy bar full of peanuts and caramel. Our target is a group of mostly fickle young guys who don’t really spend much time thinking about anything, much less a candy bar. So, the challenge was to figure out a way to bring the two together and give Snickers a higher place of relevance in guy culture. We had to find a new way to connect with them and become something they’d actually want to talk about. We decided one interesting way to accomplish this was to make a campaign where each execution could be contextual and relevant to wherever it was being placed. So that’s what we did. Really, the goals were simple. Entertain our audience, get them thinking about Snickers, and that’s about it. After all, we’re talking about a candy bar here. And oh yeah, we never actually wanted to see the word Snickers.