Buy Snickers, eat Bounty
To mark the 10th anniversary of the «You’re not you when you’re hungry» campaign, Snickers has taken the concept to a whole new level in France.
With some campaigns, one wonders how long they will continue. The "Hunger" campaign has been running for what feels like a hundred years. In fact, it has "only" been running for ten. And it will probably run for another ten. Because the basic idea offers a seemingly endless playground for creative reinterpretations.
So CLM BBDO had the idea to demonstrate in France for the campaign anniversary that even the employees in the Snickers factory hungry not themselves. And not quite at their best. The agency unceremoniously put the coconut bar Bounty in the Snickers packaging and brought the culinary cheat pack among the people on November 19.
Social media is grateful: Soon the hashtag #SnickersGate was circulating, customers were amazed, outraged, amused - and shared the incorrectly packaged candy bars with the rest of the world. The resolution followed on November 25 via Casefilm. Incidentally, importance was also attached to the fact that the Bounty bar does not contain any ingredients to which a supposed Snickers purchaser could have an allergic reaction if he did not notice the hoax in time.
