Snickers
“You’re not you when you’re hungry” --Snickers case study
introduction
Advertisements have become one of the most important part of people’s daily life. We can see and hear advertisements almost everyday from hundreds and thousands of media platforms, it becomes difficult to avoid them because they are so pervasive. However, not every advertisement can attract people’s attention, some ads that only simply state the functions of products and why people need them, this kind of ads are eliminating from markets gradually. Now, advertisements producers are using rhetoric to propaganda their products and services more vividly, Snickers is no exception. Snickers ads’ “You are not you when you are hungry” series is a successful case, they are not with bold, exaggerated pictures and appealing sounds but funny spots and surprising endings. Furthermore, according to most of their ads, unlike other consumer products which is aimed at targeting all types of customers, snickers tends to concentrate mainly on men, especially those who always have large physical activity energy expenditure. In the rest of the article, i am going to introduce more about the target audience and my further analysis.
Lost and regained
Snickers is the most poplar chocolate bar in the world, it belongs to MARS Ltd which is famous of candy business. In recent years, snickers was growing globally but slowly compared to its competitors. “Part of the problem was Mars 's decentralized structure, which meant that the brand had a global footprint but lacked the true global positioning it needed to drive sales, market share, and penetration.” That’s why “you’re not you when you’re hungry” came out. The primary objects of this campaign were to give snickers a global brand idea indeed, including to find back the brand’s frame, to reverse the sale decline and to expand the range of market.
First of all, the campaign series used a TV-leading media strategy combined with out-door ads and
introduction
Advertisements have become one of the most important part of people’s daily life. We can see and hear advertisements almost everyday from hundreds and thousands of media platforms, it becomes difficult to avoid them because they are so pervasive. However, not every advertisement can attract people’s attention, some ads that only simply state the functions of products and why people need them, this kind of ads are eliminating from markets gradually. Now, advertisements producers are using rhetoric to propaganda their products and services more vividly, Snickers is no exception. Snickers ads’ “You are not you when you are hungry” series is a successful case, they are not with bold, exaggerated pictures and appealing sounds but funny spots and surprising endings. Furthermore, according to most of their ads, unlike other consumer products which is aimed at targeting all types of customers, snickers tends to concentrate mainly on men, especially those who always have large physical activity energy expenditure. In the rest of the article, i am going to introduce more about the target audience and my further analysis.
Lost and regained
Snickers is the most poplar chocolate bar in the world, it belongs to MARS Ltd which is famous of candy business. In recent years, snickers was growing globally but slowly compared to its competitors. “Part of the problem was Mars 's decentralized structure, which meant that the brand had a global footprint but lacked the true global positioning it needed to drive sales, market share, and penetration.” That’s why “you’re not you when you’re hungry” came out. The primary objects of this campaign were to give snickers a global brand idea indeed, including to find back the brand’s frame, to reverse the sale decline and to expand the range of market.
First of all, the campaign series used a TV-leading media strategy combined with out-door ads and
References: Bignell, J. (2003). Media Semiotics An Introduction (2nd ed.). NY, US: Manchester University Press. (Original work published 1997) Dyer, G Danesi, M. (2006). Brands (1st ed.). NY, US: Routledge. Marketing Tango. (2013, July 10). Finding a value in your brand attributes. Retrieved March 15, 2015, from http://www.marketingtango.com/finding-the-value-in-your-brand-attributes/ Field, P Heskett J., Sasser, E. and Schlesinger, L. 2003 The Value Profit Chain Free Press, London http://yourenotyouwhenyourehungry.com/ Stacer, P. (2014, April 27). Targeting men in snickers ad series [Web log message]. Retrieved March 15 2015, from https://advsoc2014.wordpress.com/2014/04/27/targeting-men-in-snickers-ad-series/