Drama Mama, Princess Or Curmudgeon? Snickers® Unwraps Over 20 New Ways For Fans To Show Who They Are When They're Hungry

Brand Introduces "Hunger Bars" Printed with Humorous Hunger Symptoms on Packaging

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Sep 17, 2015, 08:00 ET

HACKETTSTOWN, N.J., Sept. 17, 2015 /PRNewswire/ -- If hunger is causing you to be snippy, ornery, confused or worse, SNICKERS® Brand will let you know – and wants you to tell a friend.

Today, Mars Chocolate North America announced the SNICKERS® Brand is changing select candy bar packages nationwide beginning in September, replacing the iconic SNICKERS® parallelogram with popular and outrageous hunger symptoms.

Called "Hunger Bars," the packaging swap is the next evolution of the brand's award-winning "You're Not You When You're Hungry" campaign. The wrappers provide fans with humorous, personalized ways to show how they take on entirely different personality traits when they're hungry – before the combination of chocolate, peanut and nougat in SNICKERS® bars satisfies, that is.

SNICKERS® invites fans to not only select the bar that best matches their hungry personality, but also "call-out" their friends with the bar that matches who they become when they're hungry, whether it's a "loopy" friend or "forgetful" coworker. SNICKERS® also encourages fans to share pictures of the Hunger Bar that matches their hunger symptoms with the hashtag #eatasnickers, or use the SNICKERS® meme generator at snickersmeme.com.

New online content, created by BBDO New York, the brand's creative agency partner, also shows how SNICKERS® can solve amusing hunger emergencies. The video content is posted on the official SNICKERS® YouTube page (https://www.youtube.com/watch?v=pT6PlWjuXw0) and shared on the brand's social media channels. Print advertising also launches later this month.

A fully integrated marketing campaign rolls-out in September, and includes a promotion on the mobile image-recognition platform, Blippar, where consumers can create customized Hunger Bars and share images of them socially and access additional branded content.

"We're always looking for new ways to engage our fans, who know and love our campaign," said Allison Miazga-Bedrick, Director, SNICKERS® Brand. "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."

Singles-sized SNICKERS® bars will feature the following symptoms, printed on the wrapper: Cranky, Rebellious, Feisty, Sleepy, Loopy, Goofball, Grouchy, Forgetful, Confused, Irritable, Drama Mama, Impatient, Complainer, Dramatic, Princess, Spacey, Whiny, Curmudgeon, Ornery, Testy and Snippy. A percentage of bars will remain in the original packaging.

For more information on SNICKERS® or the brand's new Hunger Bars, fans can visit SNICKERS® on Facebook or Twitter.

About Mars, Incorporated

In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars' first roots as a confectionery company. In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of building a business based on the objective of creating a "mutuality of benefits for all stakeholders" – this objective serves as the foundation of Mars, Incorporated today. Based in McLean, Virginia, Mars has net sales of more than $33 billion, six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and more than 75,000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance.

Mars brands include: Petcare – PEDIGREE®, ROYAL CANIN®, WHISKAS®, BANFIELD® Pet Hospital, CESAR®, SHEBA®, DREAMIES® and NUTRO®; Chocolate – M&M'S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Wrigley – DOUBLEMINT®, EXTRA®, ORBIT® and 5™ chewing gums, SKITTLES® and STARBURST® candies, and ALTOIDS® and LIFESAVERS® mints. Food – UNCLE BEN'S®, DOLMIO®, EBLY®, MASTERFOODS®, SEEDS OF CHANGE® and ROYCO®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA COMPANY™, KLIX® and FLAVIA®; Symbioscience – COCOAVIA® and WISDOM PANEL®.

For more information, please visit www.mars.com. Follow us: facebook.com/mars, twitter.com/marsglobal, youtube.com/mars, linkedin.com/company/mars.

SOURCE Mars, Incorporated