2020/2021 Winners & Shortlists

Background

Snickers has been warning people about the consequences of hunger for many years. It's been constantly telling people, ‘you’re not you when you’re hungry’ and to grab a Snickers to prevent hunger blunders. But what can we do when people have already made mistakes due to hunger? We decided to evolve the global campaign from preventing hungry mistakes to actually doing something to solve them.

The Interpretation of the Challenge (30% of vote)

SNICKERS wanted to act like an insurer, not a chocolate brand, but at the same time be outside the category. The goal was to increase market penetration, expand the ‘You’re Not You When You’re Hungry’ story, recruit more consumers, and generally just do cool stuff. The mechanic, at its core, was a purchase-based promo. However, traditional price-related or 1+1 promos historically only offered financial value to consumers but no real benefit to brand equity. How could SNICKERS to actually build equity with a promotion that was closely linked to a global creative platform? And at the same time, build a successful partnership with key retailers who aren’t typically interested in brand equity building campaigns?

The Insight / Breakthrough Thinking (30% of vote)

As SNICKERS played the role of a semi-real insurance company, the aim was to cover people for mistakes that warrant sympathy but weren’t serious enough to need ‘real’ insurance coverage. The gap identified in the market: Trivial Everyday Blunders. Since ‘blunders’ was a broad category, we focused on pillars that were most relevant to our audience: tech, social, school & work, grooming, and home-related blunders. SNICKERS covered people for their hunger blunders and paid out in chocolate. With our key audience being the broad 16 to 30 year old demographic, we identified several key opportunities: They are less likely to have insurance, but also more likely to make a blunder. The claims mechanism resonates with their media behaviours They are our source of growth from a sales POV

The Creative Idea (20% of vote)

Snickers Hunger Insurance is the only insurance that covers you for the mistakes you make when you’re hungry. It’s the first insurance of its kind to cover the things that typical insurance does not, paying out in Snickers bars to prevent hunger blunders from happening again. Whether it’s something small like losing your keys or a bit more severe like forgetting an anniversary, as long as you can prove you were hungry at the time, you’ll receive a payout of free chocolate minus a small excess fee (equivalent to the price of one 50g SNICKERS® bar). Anyone who thought they made a blunder when they were hungry could come and make a claim. As long as it’s due to hunger, Snickers will cover it.

The Outcome / Results (20% of vote)

The promo had a very direct and positive result not only for SNICKERS sales figures but also for brand health. SNICKERS also built a strong collaborative relationship with a key retail partner that would usually be uninterested in executing such equity building activities. 21% increase in foot traffic at retail outlets 18% increase in weekly sales during the campaign period 30% increase in brand association with hunger