To leverage the exam season, Snickers has launched limited-edition bars as well as a campaign that says: Stress Mat Lo, Snickers Lo.
Snickers, the nougat, caramel and nuts filled chocolate bar from Mars Wrigley urges students to beat exams blues, wishing them best with a production twist on their regular bars. The new campaign comes with a simple message that ‘Exams can be stressful, don’t let hunger add to it’.
The brand has launched limited-edition Exam Bars with good luck greetings like ‘Do Well’, ‘Rock On’, and ‘Shine On’ scribbled across them. They have also launched a comical film as a means to offer respite to students battling deadlines and stress of the upcoming exams.
The film features characters that we are all too familiar with – ‘the topper’, who has revised the entire syllabus several times, makes everyone around him nervous with doubts and questions, or ‘the Gambler’, who seems to have the undoubtable insight into which questions will appear in this year’s question paper. The 2.43 min film features many more such humorous characters that one encounters around examination halls.
The new campaign is in sync with the brand’s global proposition: You are not you when you’re hungry. The imagery builds on how hunger makes people act on in unexpected ways, especially when students are undergoing exam-related stress.
Talking about the launch of Exam Bars and the campaign video, Yogesh Tewari, Marketing Director, Mars Wrigley said, “With the examinations approaching fast, our strategy was to use our signature tongue-in-cheek sense of humour that has become synonymous with Snickers to engage with our primary target audience by offering relief from exam stress.”
“The launch of Snickers Exam Bar comes at the back of the insight that exams can be extremely stressful, and that hunger along with stress get manifested through various behaviours. We are reiterating our commitment to our loyal consumers by offering a delicious chocolate with a positive and fun message to lighten up these taxing times,” he added.
Explaining the campaign’s core idea, Akashneel Dasgupta, Chief Creative Officer, BBDO India said, “Every classroom is a microcosm of society. We find all kinds of characters, almost stereotypes. But two things that are common is that they all get stressed during exams and hunger aggravates it. It manifests in their behaviour and everyone behaves in a way that’s atypical of them.”