Snickers has launched chocolate bars in personalised packaging as an extension of its ‘you’re not you when you’re hungry’ marketing concept.
In the US, special edition bars of the Mars-owned chocolate brand will have the name replaced by one of 21 distinct hunger symptoms.
Instead of its logo, the ‘hunger bars’ are now identified as cranky, grouchy, confused, irritable, impatient, complainer, whiny, curmudgeon, ornery, testy and snippy.
Other descriptors used for the new campaign include rebellious, feisty, sleepy, loopy, goofball, forgetful, drama mama, dramatic, princess, and spacey.
A related advertisement has been released to encourage consumers to buy the limited edition products.
The advert features a man operating a hotline that receives calls from consumers asking for the dispatch of appropriate Snickers bars for their friends who have specific moods when hungry.
This initiative is an imitation of Coca-Cola’s recent personalised ‘Share a Coke’ campaign, which increased sales, reports the Wall Street Journal.
Snickers brand director Allison Miazga-Bedrick said: "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."
Image: Special edition Snickers packs will feature personality traits common from hunger symptoms. Photo: courtesy of Mister GC / FreeDigitalPhotos.net.