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Snickers Advertising

Posted by Victoria Solomon

This snickers advertising campaign for billboards, buses, and city advertising was started around 2006. It has been successful for almost 4 years now. The advertising campaign uses the visual design of the snickers logo and just replaces the Snickers text with their slogans and taglines. It allows for consumers to visually identify with the brand and look at the brand in a new way. With this advertising campaign, Snickers wanted to become part of the snack industry as well as the candy industry. Snickers used words such as hungry, snack, peanuts, and nuts in order to have consumers connecting Snickers to a snack as well. By trying to become part of the snack industry they move away from the negative idea of consuming candy. People feel better about consuming snacks more often than they do candy. By becoming part of the snack market, Snickers can be eaten more often. Consumers feel less guilty. Snickers wanted to send the message that their candy was about satisfying hunger, not as a dessert or guilty pleasure. They decided to use the fact that their bars contain peanuts to approach the snack world. Also you can see from two of the advertisements, that their target audience is college students.

I thought this advertising campaign was extremely successful. The billboards were simple, yet the design was based off of Snickers so you got the point. And since the consumer's mind was used to the Snickers logo, they were interested in what text had been inserted instead. It was simple, effective, to the point, and made a connection to the snack industry.