Snickers hungry for Football

SNICKERS   BBDO   FOOTBALL 

Regional - Snickers has kicked off its ‘You're not you when you're hungry' regional brand campaign, which will run simultaneously in Malaysia, Singapore and the Philippines. The campaign will leverage on each of the country's football teams for its promotions.

The campaign started on 1 April with a TVC and will run until 15 May with an ongoing digital campaign hosted on each country's official Snickers Facebook page.

In line with the campaign’s TVC that touches on the concept of football, each country’s national football club will lend its presence in promoting the campaign making it more specific to each market.

Ng See Meng, marketing director of Mars Food Malaysia, told A+M, "Sports is an excellent way to show that we cannot perform at our best when we are hungry. Football is a pretty universal game and has always been a hit in Malaysia."

"But after the 2010 AFF Suzuki Cup, where the Harimau Malaya made their name in history, it exploded. The football craze in Malaysia is like never before. It is incredible to have the national heroes involved in the launch. Their presence with us for the launch will surely help us get the word out on the campaign."

The brand would also be leveraging on radio in promoting the campaign on hitz.fm in Malaysia, Magic 89.0 and PX93.1 in Philippines and 987FM in Singapore.

The campaign is targeted at youths and young adults, with the aim to create brand awareness. However, Ng added that during the campaign period, they would have in-store promotional packs for consumer's value added benefit.

Agencies on board the campaign are Starcom Mediavest group for media, BBDO Malaysia for creative and online executions and Jireh Consult for public relations initiatives.

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