Creative Packaging Switcheroo: Snickers Replaces Brand Name with Brutal Honesty


Snickers Replaces Brand Name with Friendly Insults in Creative Packaging Roll-out

Popular candy brand Snickers continues the trend of personalization by actually replacing it’s very own brand name with new creative packaging that features 21 humorous hunger symptoms.  Continuing with it’s current “You’re Not You When You’re Hungry” campaign – these “Hunger Bars” are meant to be shared with friends who are not quite acting like themselves because they haven’t eaten.

While some bars will retain it’s original packaging, here are some of the names you’ll see emblazoned on the wrapper instead of the familiar “Snickers” logo:

  • Drama Mama
  • Curmudgeon
  • Ornery
  • Whiny
  • Testy
  • Grouchy
  • Irritable
  • Complainer
  • Feisty
  • Rebellious
  • Princess
  • Goofball
  • Confused
  • Snippy
  • Cranky
  • Loopy
  • Spacey
  • Forgetful
  • Sleepy

Oh, the hilarity that will ensue when you give one of personalized Snicker bars to someone who really deserves it! Or when someone gives one to you!

Read more via Adweek:

As part of the campaign, the brand has released this online spot from BBDO New York, starring a loopy goofball of a hotline operator who takes calls and dispatches bike messengers to deliver the insulting candy to those in need. A percentage of bars will remain in the original packaging. Print advertising for the campaign launches later this month.

“We believe the new bars will inspire people to not only quickly identify their own symptoms and satisfy their hunger, but give them a new, fun way to call-out friends and family on who they become when they’re hungry, too,” says Snickers brand director Allison Miazga-Bedrick.

Extending Your Brand Through Creative Packaging

Bravo to the team at Snickers for taking their marketing strategy and creatively extending it to their packaging in order to better engage consumers. That’s a bold move that many may assume is not possible in their own situations. In reality, there are all kind of ways to achieve similar results – that may or may not involve changing your packaging.

First – Like Snickers, you must partner with a creative marketing company that will take the time to truly understand you, your brand, and your targeted customers. They should also have proven experience; perhaps with brands even larger than yours – to know exactly how to market your product to create the buzz, excitement, and measurable results your brand deserves.