Snickers under the Mars, Inc. umbrella has unveiled its latest marketing campaign titled ‘Hungry Skies’.
It delves into the familiar chaos of air travel, showcasing the disruptions it brings to both passengers and flight crews.
Through extensive advertising efforts spanning various markets, including airports, the campaign sheds light on the turbulence associated with the travel experience.
The new ‘Hungry Skies’ initiative is an global extension of of its ‘You’re Not You When You’re Hungry’ brand campaign.
It is an effort to engage millions of consumers by featuring snickers as travel companion and humorously depict its role in satisfying hunger amidst relatable travel mishaps. With snickers driving a remarkable 13 per cent global growth last year, this initiative aims to propel that success even further.
‘Hungry Skies’ will first appear across TV, digital and social channels in the U.S. and Australia before being introduced in Asia, Africa, the European Union, Brazil, Mexico, China and the Middle East, for a total of over 30 countries through the first quarter of 2025.
The campaign was created in partnership with Omnicom’s BBDO New York. It aims to engage travellers through a strategy that includes digital, social media, airport, and in-flight initiatives. It will expand its reach to include other modes of mass transportation.
Rankin Carroll, Chief Brand Officer, Mars Snacking, said: “For nearly 20 years, SNICKERS has been the satisfying solution for moments when hunger has us feeling out-of-sorts. With international tourism expected to grow 15 per cent in 2024 and over 6 million people flying every day, this campaign captures those increasingly and absurdly relatable instances we’ve all encountered traveling and reminds hungry travellers to grab a SNICKERS, to help keep them on track as they navigate the turbulent skies of travel.”
Matt Low, SVP Creative Director, BBDO Worldwide said: “Not a single day goes by that you don’t see a viral video of someone being out of pocket on a plane,” said Kristin Clark, SVP Creative Director, BBDO. “When we noticed that SNICKERS had never extended their iconic ‘You’re Not You When You’re Hungry’ campaign to travel, we knew SNICKERS had to come to the rescue.”
