“You’re not you when you’re hungry.”

Kristina Thorud and Monica TruaxBA 493 Integrated Marketing Communications

IMC“You’re not you when you’re hungry.”- Print, media and web-based ads in

2010.

- Satisfies mental and physical exhaustion caused by hunger.

Carole Walker VP of IMC at Mars Chocolate of North America

“There’s no better environment to introduce Snickers new advertising campaign than the Super Bowl… The brand’s new advertising is funny, iconic and sure to be part of the national conversation that takes place during and after the game.”

Campaign Debut - Super Bowl XLIV

“Game” ◦Featuring Betty White and Abe

VigodaCommercial#1 Ad during 2010 Super Bowl

(8.68)◦USA Today Ad Meter

Print Ad:

Follow-Up Ad“Road Trip”

◦Featuring Aretha Franklin and Liza Minnelli

Commercial

Newest InstallmentSuper Bowl XLV“Logging”

◦Featuring Richard Lewis and Roseanne Barr

CommercialTop-rated ad in Funniest

Commercials◦TiVo Ad Ranking

Print Ads to FollowConsistent messageConsistent toneConsistent image

Interactive WebsiteWatch most recent commercialLearn about new products,

promotions and sponsorshipsCelebrity endorser

Snickers.com

Relation to ClassTelevision based Media Strategy

◦Reaches the Super Bowl audience◦Otherwise, uses pulsing scheduling

method- Simple message requires less frequency

◦Reinforce without over exposingCommercial Advertisements

◦Creative◦Humor appeal◦Celebrity endorsers

Happy Valentine’s Day

Questions?