Check it out: Snickers’ plunging neckline

The Mars brand is trying out its "You're not you when you're hungry" messaging on an X and Y axis.

Snickers’ “You’re not you when you’re hungry” campaign is a few years old now, but on the heels of the brand’s latest Super Bowl campaign over the weekend, it decided to roll out a new OOH, print and social campaign in Canada, tapping into some “urban sensibilities.”

Ariel Vinizki, VP account director at BBDO, says the brand traditionally lives on TV, with a typical construct (an atypical person in a scenario, such as Betty White on a football field, who goes back to “normal” when given a treat), and with the newest campaign, from BBDO New York, he says they wanted to bring the campaign into new channels.

The new wild posting/print/transit push features a bar graph tracking the placement of certain modifications on a body. The hungrier a person is, the lower the piercing/v-neck or the higher the tattoo.

Vinizki says the brand typically doesn’t target a specific demo, but considers its sweet spot to be men between 18 and 24. The urban focus for this campaign provided a bit more creative leeway to be a bit edgier with the platform.

The posters will be placed around convenience stores in urban settings. “[Snickers] is an impulse purchase, so you want to get a quick laugh,” says Tim Welsh, SVP creative operations and new business.

The brand worked with Mediacom for media placement, with the campaign in market for four weeks, with the option of extending it if budgets allow.