Mars Confectionery India has launched a new variant of its chocolate brand Snickers — the all new Snickers Almonds that offers a base of nougat and crushed almonds, topped with a layer of diced almond mixed with caramel and enrobed with chocolate.
Traditionally associated with boosting brain power, Almonds have always been a favourite of every Indian home. Snickers Almond builds on this and highlights that hunger leads to forgetfulness, which further leads to all kinds of irresponsible behaviour. Therefore for every hungry brain, Snickers Almond is the answer.
The tagline ‘No Bhook. No Bhoolna’ takes a spin on the brand’s global proposition of ‘Who are you when you are hungry?’ and urges people to step up and take responsibility in their respective spheres of daily life.
The launch of the new variant will be supported by a television, digital and outdoor campaign, each of which will resonate with the idea of ‘You become forgetful when you are hungry’. The campaign reaches out to the brand’s millennial audiences by addressing everyday situations that are relevant to them. Whether it is reaching out to post on social media when someone is in trouble, or people not owning up to their responsibilities, the campaign reflects how hunger causes forgetfulness leading to irresponsible and irrational actions and behaviours.
Yogesh Tewari, Marketing Director, Mars Wrigley Confectionery, said, “As a brand, Snickers has always built on the proposition of ‘You are not you when you are hungry’ and this time, we wanted to bring in the angle of responsible behaviour with Snickers Almond. The campaign focuses on the goodness of almonds for hunger satisfaction and talks about stopping all kinds of irresponsible behaviour. The product is a new, delicious twist to an all-time consumer favourite, and we are confident that Snickers Almond will be well-received by consumers across the country.”
