Mars Wrigley’s SNICKERS announced a campaign for the upcoming cricket season. Building on its globally adored brand proposition of ‘You’re Not You When You’re Hungry’, the ‘SNICKERS Noobie Mistakes’ captures the ‘out-of-sorts’ fan moments solidifying its 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 TVC. The films build on the cricket season fever by featuring fans in ‘out-of-sorts moments’ making blunders. As the season will be at its peak, the brand will keep the humor going with the launch of two 10-second digital films giving consumers more instances of out-of-sort moments with SNICKERS!
”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 the 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 a billion moments of happiness among the consumers,” Varun Kandhari, director of marketing and customer marketing, Mars Wrigley India, said.
The campaign moves beyond entertainment and rolls out an online contest through a Noobieverse gaming platform on the SNICKERS India website.
The films are available in nine languages including Hindi, Bengali, Gujarati, Kannada, Malayalam, Marathi, Oriya, Tamil, and Telugu on both TV and digital platforms. Playing with hashtags like #NoobieMistakes, the brand aims to connect with a wider set of audience through two new digital-only TVCs.