How many types of Snickers can recall in 30 seconds?
Snickers first introduced by Mars inc. in the year 1930
An annual income of $2billion
Name “Snickers” founded by the Mars family which was taken from their favourite family horse
In the UK as well as Ireland, Snickers was sold under the brand name “Marathon” until the early 1990s.
Our manufacturers work very hard day in day out precisely placing 16 peanuts into each of the 15 million bars distributed daily.
As already established, many different design ideas have come forth from Snickers family establishing new target audiences
Majority of adverts include celebrity endorsements.
TV & Commercial
Strategy & Audience
http://www.youtube.com/watch?v=By9ad7mmk8k
http://www.youtube.com/watch?v=NySN_plfiNI
http://www.youtube.com/watch?v=Ys0cmMiW6bI
Advert 1 (Buffalo Bills)
In the late 1990s, Snickers ran ads which featured someone making a self-inflicted mistake, with the voice-over saying "Not going anywhere for a while? Grab a Snickers!".
One of the more recent in the assembly of Snickers advertisements Mr.T acts as a “motivational speaker” going around to different men eliminating what would be seen to be flaws within manhood with the antidote being a Snickers bar
Target Audience: more universal/less specified men/appealing to ,men who in the pass may have felt alienated from the snickers conglomerate
Recent addition to “Grab a Snickers!” advertisements, Joe Pesci angry as women reject them. Snickers offers dimension to cool down the situation. Target Audience: Males (Socialites) Persuasive Strategies: Celebrity Endorsement, Humour.
On the 26th February 2007 it was announced that their would be a vast change in the way in which food products can be advertised on TV. The rules have been tightened in response to Government and public concern about the increase in childhood obesity and the future health of the nation. (adverts glamourizing product too much) As a result, TV advertisements for food products that are classed as high in fat, salt and sugar (HFSS) will not be shown in or around shows that hold particular appeal for children up to 16 years of age. The ASA is responsible for administering the food rules and ensuring that advertisements adhere to the new content and scheduling restrictions Public policy concerns about the rising level of obesity and its associated health risks resulted in the Government wanting to see a change in the way food and drink is advertised to children. In the Health White Paper in November 2004 Ofcom, the ASA's co-regulatory partner for broadcast advertising, was asked to consider strengthening the TV advertising rules for food and soft drinks. After an exhaustive public consultation process Ofcom have finalized the scheduling rules for food advertising. Ofcom have applied the restrictions to those food products classed as HFSS as identified by the Food Standards Agency (FSA) Nutrient Profiling Model. The Broadcast Committee of Advertising Practice (BCAP), the body responsible for writing and updating the TV Advertising Standards Code, have finalized the content rules which will sit alongside and support the changes that Ofcom have introduced. These rules cover a range of issues including the use of celebrities, diet and lifestyle, pressure to purchase, nutritional claims and HFSS products.
Strengths
Already established and have great influence on audience through Mars so more higher chance of the advertisement being successful
Universal product, does not have set season, variety of advertisement techniques can be used
Snickers more worldly reknown due to the fact that it has been officially named as a snack as a pose to a chocolate bar
Although Snickers has not advertised to females this can be seen as a positive to stimulate a range of design ideas
Mars official sponsors to FA enhances the reliability thee audience will have on Snickers
Weaknesses
Audience fairly used to celebrity endorsement, this advert includes no celebrities lets down audience.
Would not have the facilities to live up to past advertisements with high level of CGI
Anti Homosexual connotations got advertisement in 2006 banned. Still angry
Anthony Worrall Thompson (chef) creates Snickers Pie. Voted most unhealthiest snack in history with double the amount of calories which is advised to be consumed in 1 day
Opportunities
Exposure worldwide could result in branches being built presenting jobs to struggling areas
Establish more global conglomerates
Although we have never done adverts appealing to the female audience, this offers a basis of may ideas
Universal chocolate bar not related to a specific season, a range of different adverts.
Make a great advert on a low budget
Threats
History of bad encounters with the ASA, anti-homosexual connotations
If I were to attempt to appeal to women they may not come to the idea due to the neglect of Snickers for previous advertisements
Nut allergy consumes many parts of the target audience
Increase in price from 50p to 55/60p but no increase in the size may not be lightly taken by consumers
For a new consumer snickers can be argued that it is soo similar to Mars
Your average male. Works standard 9-5. Not much of Socialite but can be social on occasions. C-D1 in SOC
ASPIRERS
Reading, Sports, social events, versatile music tastes. Open to opposite sex interaction
No real age or ethnic restrictions. Presented in previous advertisements looked at.
