Advertising

Snickers’ Don’t Vote Hungry tactical ads: full of beans

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An insight is a penetrating observation about consumer behavior that can be applied to unlock growth.

That was a wonderful, pithy explanation of what a good insight is and brand strategy and creative depend a great deal on it. Snickers’ positioning and the baseline, ‘You are not you when you are hungry’ are great examples of insight-driven, relevant messages from a brand. And on hindsight, every word of the above definition rings true for Snickers – especially the unlock growth part.

The insight and the creative expression have a life beyond 30-second ads and can be applied to virtually all human behaviour. And opportunities to promote that idea abound in public life – when someone famous makes a ‘mistake’ it could be attributed to him being hungry. Events and holidays present opportunities for tactical campaigns. Both the insight and the creative execution are highly extendable. ¬†And now comes the election campaign in time for the US elections.

Agency: BBDO

Nice, no?

 

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A marketing communications professional with a keen interest in all things advertising. I share creative ads and views on the ad industry here. Views are personal. See Disclaimer for more.

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