Snickers extends its "Hungry" campaign with noncandy coupons

02/19/2013 | New York Times (tiered subscription model), The

After featuring fake advertisements for wacky items in Snickers print ads starring Jerome Bettis and Joe Theismann, Mars is offering real coupons for noncandy products. The first set of ads, via BBDO, were out to demonstrate the "You're not you when you're hungry" tagline with unlikely endorsements; the new ads take the theme in a different direction, encouraging men to take 20% off of ProFlowers if their hunger made them screw up and say something stupid. The creative is "a way for us to talk to men in a way they'll say, 'That's me,' have a chuckle and get rewarded with a discount," says Roy Benin, Mars Chocolate North America's chief consumer officer.

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