Snickers offers Coca-Cola-style pack variations relating to new campaign
From Packaging News
Each of the 21 wrappers in the US campaign represents a different “symptom” of hunger. Goofball, Drama Mama, Princess, Curmudgeon, Cranky, Irritable and Confused are among the labels that will appear on the packaging in a similar way that Coke cans and bottles bear people’s names in their ‘Share a Coke’ campaign.
The packaging will also encourage people to share photos of their bars socially using the hashtag #EatASnickers and will point them to meme generator SnickersMeme.com where they can create images related to their particular type of hunger symptom and share them with friends on social networks.
The campaign will also include a promotion using augmented reality mobile app Blippar, which supplements smartphone pictures with related digital content. Consumers will be able to use the platform to create customised Hunger Bars and other brand-related content.
“We’re always looking for new ways to engage our fans, who know and love our campaign,” said Allison Miazga-Bedrick, director of Snickers. “We believe the new bars will inspire people to not only quickly identify their own symptoms and satisfy their hunger, but give them a new, fun way to call-out friends and family on who they become when they’re hungry, too.”