SNICKERS® Brand Launches Global Vlogger-Led Campaign

HACKETTSTOWN, N.J., April 8, 2015 /PRNewswire/ -- From beauty experts eschewing make-up to home improvement hacks gone awry, the Internet was disrupted this week to remind the world that even its most influential figures just aren't themselves when they're hungry – and that SNICKERS®, the world's biggest chocolate bar brand¹, satisfies every type of hunger.

The campaign, launched simultaneously in eight countries, brings the spirit of the award-winning SNICKERS® "You're Not You When You're Hungry" brand concept to life on YouTube. In a global first, 13 popular "how to" video bloggers showcase what happens when they're hungry and off their game. The series stars vloggers popular with fans in the UK, U.S., Puerto Rico, UAE, Egypt, Turkey, Lebanon and Brazil.

While the videos begin normally, it soon becomes apparent that something isn't right as the vloggers' usually expert demonstrations descend into chaos. The endframe of each video hints that the vlogger is back to their old self, along with a SNICKERS® logo and the endline "You're Not You When You're Hungry."

"Vloggers are such dynamic content creators, it's quite interesting – and funny – to see what happens when hunger strikes and their faculties fail them," said Allison Miazga-Bedrick, Director, SNICKERS® Brand. "We've rounded up a truly eclectic group of experts, but the element that unites them all is the mayhem that ensues because they're out of sorts when they're hungry. Between them the international vloggers in this campaign have over seven million subscribers, generating huge global reach for this innovative digital extension of our campaign."

From home improvement and beauty how-to snafus, to off-base unboxing therapy and political commentary, the executions span the globe both geographically and creatively:

• In the U.S., popular online style and motivational guru Jessica Harlow's latest inspirational episode just isn't pretty. Executed in partnership with Maker Studios, Harlow's hungry alter-ego is revealed when she apathetically instructs fans how to "let yourself go."
• From across the pond, the UK's Ultimate Handyman showcases what can happen if you attempt home improvement projects while hungry, instructing viewers to use toothpaste instead of silicone sealant, a sparkler for welding and your nose as a level.
• In Puerto Rico, hunger causes Jay Fonseca, a straight-talking radio host and analyst, to demonstrate step-by-step instructions on how to make hand-made floral scrapbooks instead of sharing his usually astute political commentary. While, also in Puerto Rico, Alex Diaz, an energetic, high-energy comedian, demonstrates amateur yoga-inspired relaxation techniques.

The video blog idea, conceived at AMV in London by Alan Wilson & Diccon Driver was globally executed by BBDO, and all films are available now on YouTube:

Find more information about SNICKERS® or the 'You're Not You When You're Hungry' campaign, visit Facebook (www.Facebook.com/SNICKERS) or Twitter (@snickers).

About Mars, Incorporated

In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars' first roots as a confectionery company.  In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of  building a business based on the objective of creating a "mutuality of benefits for all stakeholders" – this objective serves as the foundation of Mars, Incorporated today. Based in McLean, Virginia, Mars has net sales of more than $33 billion, six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and more than 75,000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance.

Mars brands include: Petcare – PEDIGREE®, ROYAL CANIN®, WHISKAS®, BANFIELD® Pet Hospital, CESAR®, SHEBA®, DREAMIES® and NUTRO®; Chocolate – M&M'S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Wrigley – DOUBLEMINT®, EXTRA®, ORBIT® and 5™ chewing gums, SKITTLES® and STARBURST® candies, and ALTOIDS® and LIFESAVERS® mints.  Food – UNCLE BEN'S®, DOLMIO®, EBLY®, MASTERFOODS®, SEEDS OF CHANGE® and ROYCO®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA COMPANY™, KLIX® and FLAVIA®; Symbioscience – COCOAVIA® and WISDOM PANEL®.

For more information, please visit www.mars.com. Follow us: facebook.com/mars, twitter.com/marsglobal, youtube.com/mars, linkedin.com/company/mars.

¹ Source: CSI Analysis; P8 MAT 2012.

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SOURCE Mars Chocolate North America

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