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How many types of Snickers can you recall in 30 seconds?


• Snickers was first introduced by Mars inc. in the year 1930 • An annual income of $2billion • Name “Snickers” founded by the Mars family which was taken from their favourite family horse • In the UK as well as Ireland, Snickers was sold under the brand name “Marathon” until the early 1990s. • Our manufacturers work very hard day in day out precisely placing 16 peanuts into each of the 15 million bars distributed daily. • As already established, many different design ideas have come forth from Snickers family establishing new target audiences • Majority of adverts include celebrity endorsements.


TV & Commercial Strategy & Audience

http://www.youtube.com/watch?v=By9ad7mmk8k http://www.youtube.com/watch?v=NySN_plfiNI http://www.youtube.com/watch?v=Ys0cmMiW6bI


Advert 1 (Buffalo Bills) In the late 1990s, Snickers ran ads which featured someone making a self-inflicted mistake, with the voice-over saying "Not going anywhere for a while? Grab a Snickers!". Target Audience: Males aged 20-40/45 Persuasive Strategies: Celebrity Endorsement, Humour

Advert 2 Mr.T One of the more recent in the assembly of Snickers advertisements Mr.T acts as a “motivational speaker” going around to different men eliminating what would be seen to be flaws within manhood with the antidote being a Snickers bar Target Audience: more universal/less specified men/appealing to ,men who in the pass may have felt alienated from the snickers conglomerate Persuasive Strategies: Celebrity Endorsement, Avarice, Humour

Advert 3 Recent addition to “Grab a Snickers!” advertisements- actor Joe Pesci angry as women reject them. Snickers offers dimension to cool down the situation. Target Audience: Males (Socialites) Persuasive Strategies: Celebrity Endorsement, Humour.


On the 26th February 2007 it was announced that their would be a vast change in the way in which food products can be advertised on TV. The rules have been tightened in response to Government and public concern about the increase in childhood obesity and the future health of the nation. (adverts glamourizing product too much) As a result, TV advertisements for food products that are classed as high in fat, salt and sugar (HFSS) will not be shown in or around shows that hold particular appeal for children up to 16 years of age. The ASA is responsible for administering the food rules and ensuring that advertisements adhere to the new content and scheduling restrictions Public policy concerns about the rising level of obesity and its associated health risks resulted in the Government wanting to see a change in the way food and drink is advertised to children. In the Health White Paper in November 2004 Ofcom, the ASA's co-regulatory partner for broadcast advertising, was asked to consider strengthening the TV advertising rules for food and soft drinks. After an exhaustive public consultation process Ofcom have finalized the scheduling rules for food advertising. Ofcom have applied the restrictions to those food products classed as HFSS as identified by the Food Standards Agency (FSA) Nutrient Profiling Model. The Broadcast Committee of Advertising Practice (BCAP), the body responsible for writing and updating the TV Advertising Standards Code, have finalized the content rules which will sit alongside and support the changes that Ofcom have introduced. These rules cover a range of issues including the use of celebrities, diet and lifestyle, pressure to purchase, nutritional claims and HFSS products.


Already established and have great influence on audience through Mars so more higher chance of the advertisement being successful

Mars official sponsors to FA enhances the reliability thee audience will have on Snickers

Strengths

Although Snickers has not advertised to females this can be seen as a positive to stimulate a range of design ideas Snickers more worldly renown due to the fact that it has been officially named as a snack as a pose to a chocolate bar

Universal product, does not have set season, variety of advertisement techniques can be used


Audience fairly used to celebrity endorsement, this advert includes no celebrities lets down audience.

Anthony Worrall Thompson (chef) creates Snickers Pie. Voted most unhealthiest snack in history with double the amount of calories which is advised to be consumed in 1 day

Weaknesses Anti Homosexual connotations resulted in advertisement being 2006 banned. Members of public may still be angry

Would not have the facilities to live up to past advertisements with high level of CGI


Exposure worldwide could result in branches being built presenting jobs to struggling areas

Make a great advert on a low budget

Opportunities

Universal chocolate bar not related to a specific season, a range of different adverts.

Although we have never done adverts appealing to the female audience, this offers a basis of may ideas

Establish more global conglomerates


If I were to attempt to appeal to women they may not come to the idea due to the neglect of Snickers for previous advertisements

History of bad encounters with the ASA, antihomosexual connotations

Threats

For a new consumer snickers can be argued that it is soo similar to Mars

Increase in price from 50p to 55/60p but no increase in the size may not be lightly taken by consumers

Nut allergy consumes many parts of the target audience


Action films, enjoys CGI.

No real age or ethnic restrictions. Presented in previous advertisements looked at.

Your average male. Works standard 9-5. Not much of Socialite but can be social on occasions. C-D1 in SOC

ASPIRERS

Reading, Sports, social events, versatile music tastes. Open to opposite sex interaction


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