Mars flagship chocolate brand Snickers is taking flight with a major new international marketing push aimed at capturing a bigger share of the lucrative on-the-go snacking market. The quirky 'Hungry Skies' campaign centers around relatable air travel frustrations in a bid to position Snickers as an essential snack for hungry passengers.
The multi-million dollar initiative comes as Snickers, known as Marathon in the UK until the 1990s, saw its global sales soar 13% last year, underscoring the brand's enduring popularity. The new advertisements poke fun at irritable flyers exhibiting "hangry" behavior like doing in-seat yoga, incessantly ringing the call button, and even bringing an emotional support snake on board.
"For nearly 20 years, Snickers has been the satisfying solution when hunger makes us feel out-of-sorts," said Rankin Carroll, Chief Brand Officer at Mars Snacking. "With over 6 million people flying daily and air travel expected to grow 15% in 2024, this campaign captures those relatable moments we've all encountered and reminds hungry travelers to grab a Snickers."
The campaign was created in partnership with BBDO New York, part of the Omnicom advertising conglomerate. It will initially debut across TV, digital, social media, and airportactivations in the U.S. and Australia before expanding to over 30 countries through early 2025.
"Not a day goes by without a viral video of someone losing it on a plane," said Kristin Clark , SVP Creative Director at BBDO Worldwide. "When we noticed Snickers hadn't extended its iconic 'You're Not You When You're Hungry' to travel, we knew the brand could come to the rescue."
The multi-million dollar global marketing blitz kicks off as Snickers' parent company Mars prepares for a major presence at the Sweets & Snacks Expo in Indianapolis from May 14-16. The annual trade show is making a return to the Indiana city after previously being held in Chicago.
Industry analysts view the 'Hungry Skies' push as a smart strategy for Snickers to increase brand relevance among younger consumers and frequent travelers seeking portable protein-rich snacks. With air rage incidents making headlines, the campaign's humorous take could resonate while driving impulse purchases.