SNICKERS® Celebrates the Upcoming Cricket Season with a Noobie Twist
SNICKERS® Noobie Mistakes Campaign Captures the Quirks of Cricket Fandom with Humour
Chennai: Mars Wrigley’s best-selling chocolate bar, SNICKERS® is hitting it out of the park with a humorous campaign that preps you for the upcoming cricket season. Building on its globally adored brand proposition of ‘You’re Not You When You’re Hungry’, the latest SNICKERS® Noobie Mistakes perfectly captures the “out-of-sorts” fan moments solidifying its long-standing association with cricket.
Set to roll out in two phases, the campaign, ideated by DDB Tribal, unfolds the concept of making Noobie Mistakes with a quirky TVC. The films build on the cricket season fever by featuring excited fans in “out-of-sorts moments” making hilarious blunders. Bringing to life the unique brand proposition, SNICKERS® presents itself as the ultimate solution to avoid such mishaps. As the season will be at its peak, the brand will keep the humor going with the launch of two new 10-second digital films giving consumers more instances of out-of-sort moments with SNICKERS® to the rescue!
Speaking on the 360° campaign, Varun Kandhari, Director of Marketing and Customer Marketing, at Mars Wrigley India, said,” The fun brand proposition of SNICKERS®, ‘You’re not you when you’re hungry’, has been globally loved by consumers. As the spirit of cricket season kicks in, the campaign aims to bring together the exhilaration of cricket fandom with a dose of unexpected comedy. The all-new TVC and the unveiling of Noobieverse gaming platform will elevate the entertainment of consumers across the country. Through this, we emphasize our relevance among the GenZ audience while continuing to inspire billion moments of happiness among the consumers. We are confident SNICKERS® quirky celebration of the cricket season with its noobie take will deeply resonate with the audience.”
Speaking on the latest campaign, Iraj Fraz, Creative Head, DDB Tribal, said,” Ever ‘called in sick’ to your boss, only to foolishly post a picture of yourself watching the India-Pak match on Instagram? Noobie mistake! Maybe you just need a SNICKERS®. After all, you’re not yourself when you’re hungry. So, this cricket World Cup season, SNICKERS® launches a campaign that highlights the Noobie mistakes we make while trying to be the best fans and cheerleaders for our team.”
The campaign moves beyond entertainment and rolls out an online contest through a Noobieverse gaming platform on the SNICKERS® India website. The contest engages consumers in a unique game of spotting Noobie Mistakes in situations related to cricketing fan truths daily to win exciting gifts and avail cashback, running for a period of eight weeks.
Keeping up the momentum, the SNICKERS® bars have been especially curated for cricket fever with distinctive phrases such as ‘Stumped’ and ‘No ball’, available at the nearest stores and have a promo code that offers 100% assured UPI cashback on INR 20, INR 35 and INR 50 SNICKERS® variants. Playing with hashtags like #NoobieMistakes, the brand aims to connect with a wider set of audience through two new digital-only TVCs.
The films are available in nine languages including Hindi, Bengali, Gujarati, Kannada, Malayalam, Marathi, Oriya, Tamil, and Telugu on both TV and digital platforms. Below is the
ink to the Hindi version of the TVCs.
TVC Link – https://www.youtube.com/watch?v=6je7i6opFik
About Mars:
For more than a century, Mars, Incorporated has been driven by the belief that the world we want tomorrow starts with how we do business today. This common purpose unites our 140,000+ Associates. It is at the center of who we are as a global, family-owned business, and it fuels how we are transforming, innovating, and evolving to make a positive impact on the world.
Every year, our diverse and expanding portfolio of quality confectionery, food, and pet care products and services delight millions of people and supports millions of pets. With almost $45 billion in annual sales, we produce some of the world’s best-loved brands including Ben’s Original™, CESAR®, Cocoavia®, DOVE®, EXTRA®, KIND®, M&M’s®, SNICKERS®, PEDIGREE®, ROYAL CANIN®, and WHISKAS®. We are creating a better world for pets through nutrition, breakthrough programs in diagnostics, wearable health monitoring, DNA testing, pet welfare and comprehensive veterinary care with AniCura, BANFI ELD™, BLUEPEARL™, Linnaeus and VCA™.
We know we can only be truly successful if our partners and the communities in which we operate prosper. The Mars Five Principles – Quality, Responsibility, Mutuality, Efficiency and Freedom – inspire our Associates to act every day to help create a better world tomorrow in which the planet, its people and pets can thrive.
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