Tuesday, March 1, 2011
Snickers satisfies - strong new communication platform anchored in target group and need state
It was my hubby who first commented on the greatness of this commercial. It's not often that he says 'loved that!' about ads so this time it really made me reflect on the greatness of the new Snickers communication concept. What is it that makes it so great and spot on? I would like to point to three things:
1. Snickers knows its target group
The bulls-eye communications target of Snickers is clearly men aged something around 25-35 years old. Guys who are adults but still non committed. Active guys who enjoy sports and a having a banter with their mates.
Snickers have clearly done their homework and anchored the brand to a target group. This is good, sophisticated marketing practice.
2. Snickers have anchored the brand to a consumer need - satisfying hunger, filling you up
The recent ads from Snickers are so spot on because they are relevant. We all recognise the situations when our blood sugar levels are low and we need to fill up with something to keep us going and avoid getting grumpy or irritated. Identifying the needstate where there's potential to anchor a brand like Snickers have done give you potential to gather fantastic and deep emotive insights onto which one can then build strong communication concepts. The team behind Snickers have done their homework well.
3. Turning insights into Action - strengthened positioning and powerful Marcom concept
Last but not least. It takes a lot of work to turn insight into action and it takes a lot of creative skill to turn brand strategy and insights into great creative. The team behind Snickers deserve a bow. From a quick google search it appears to be top agency TBWA who should be proud of themselves. As well as the Snickers brand team of course.
My conclusion? Well, I do think that this work is some of the most spot on brand, insight and communication work I've seen in a long time. And I do think that this work will have a positive effect on global Snickers sales. I'm fairly sure my hubby will chew down a few...