Every month Oliver Dietrich, Director of Creative Ideation P7S1, offers his feedback on recent marketing campaigns and what start-ups can learn. Today he takes a look at a market which has experienced real fluctuation in recent years: chocolate bars. He takes a closer look at the new spot from a chocolate bar classic – the 2018 installment of the Snickers TV campaign.
TV, social media, mobile, online, OOH, DOOH
#1 Good insight + good idea + good execution = perfect spot
#2 Music moves people. And brands.
#3 The right positioning, the right claim and the experience and understanding of a strong brand motivates and activates its customers. This combined with across-platform idea means a successful campaign even in turbulent times.
Snickers is king among chocolate bars. But the competition is active and the market is in fluctuation. All the more important that Snickers defends its crown. With a branding campaign which meets this objective in full.
To bring astrong brand even further to the forefront while maintaining trust in its strengths. To make the brand appear modern and contemporary without being unauthentic.
With a campaign that has been running for some time now but justifiably so and is constantly surprising, with razor-sharp and memorable positioning.
The danger with a spot like this is that you want too much and lose yourself in the vast array of possibilities. And yes, it’s got everything: loads of celebrities, loads of music, humour, nudge-wink moments, packed with product enjoyment scenes and a strong brand that also needs its space in the spot. And yes, it works fantastically well.
Great casting with hip-hop talents like Emarr Kuhomano, Monique Lawz and Femi Nylander. US star Boogie and of course the one and only Elton John who acts brilliantly and obviously enjoys himself immensely. Precision perfect storytelling and perfect timing.
Oli’s Verdict: Hot or Not?
With this body-switch campaign Snickers has achieved a milestone in advertising. And following on from divas Aretha Franklin and Lizza Minelli, Snickers have achieved a mega coup with the one and only Elton John.
The constant and often surprising reinterpretation of the claim “You’re not you when you’re hungry” is a huge accomplishment - both strategically and creatively.