The new designs for the Hunger Bars, which appear to be influenced by Coca-Cola’s successful ‘Share a Coke’ campaign, feature words such as Cranky, Impatient and Whiny, and maintain the brand’s ‘You’re Not You When You’re Hungry’ positioning. To launch the packaging Snickers ran a humorous ad online featuring a hotline operator receiving calls from the public in need of a Hunger Bar for a peckish friend.
A percentage of bars will remain in the original packaging and print advertising for the campaign launches later this month. Snickers brand director Allison Miazga-Bedrick commented: "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.”
Snickers is the latest brand to deviate from its own logo on packaging: In May this year KitKat temporarily rebranded its packaging as ‘YouTube Break’ as part of a tie up with Google.