by Kristen Hess
Last updated: 2:10 PM ET, Mon April 22, 2024
On April 22, Snickers, a subsidiary of Mars Inc., launched
its "Hungry Skies" campaign.
The plan is for Snickers, famous for its "You're not
you when you're hungry" campaign, to be shown in airport advertisements in
a way that is certain to be relatable to anyone who travels through busy airports
and congested planes.
The candy brand is lobbying to become an essential snack for
air
travel.
"For nearly 20 years, SNICKERS has been the satisfying
solution for moments when hunger has us feeling out-of-sorts," Mars Chief
Brand Officer Rankin Carroll said.
The new campaign aims to poke fun at and dramatize the kinds
of passengers who are a common nuisance
on nearly any flight. Soon-to-be-released advertisements will feature
in-seat yoga, passengers who repeatedly press the call button and even
emotional support snakes.
"With international tourism expected to grow 15 percent
in 2024 and over six million people flying every day, this campaign captures
those increasingly and absurdly relatable instances we've all encountered
traveling and reminds hungry travelers to grab a SNICKERS, to help keep them on
track as they navigate the turbulent skies of travel,” BBDO Senior Vice
President Kristin Clark said.
“Not a single day goes by that you don't see a viral video
of someone being out of pocket on a plane,” Clark continued.
The campaign, which is expected to run through early 2025,
will first launch in the United States and Australia on social media,
television, and digital ads, as well as advertisements in airplanes and
airports.
The candy company said it plans to expand the ad campaign to
Asia, the European Union, Brazil, Mexico, China, India, the Middle East, and
Africa in the future.
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