Snickers launches global campaign that 'profiles the out-of-sorts behavior that is synonymous with air travel and the corresponding turbulence it creates for perturbed passengers and flight crews through multi-market advertising in and out of airports'

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CHICAGO , April 24, 2024 (press release) –

The snacking favorite further solidifies its spot as the top snack for air travel 

Make sure your seat belt is securely fastened and all carry-on luggage is stowed underneath the seat in front of you or in the overhead bins because SNICKERS — one of the world’s best-selling chocolate bars and proudly part of Mars, Inc. — is launching a new high-flying campaign dubbed “Hungry Skies.” The global campaign, introduced today, profiles the out-of-sorts behavior that is synonymous with air travel and the corresponding turbulence it creates for perturbed passengers and flight crews through multi-market advertising in and out of airports.

Mars is a global leader in snacking and its iconic SNICKERS brand has dominated the category for years by serving as a satisfying solution for those “You’re Not You When You’re Hungry” moments. The new “Hungry Skies” campaign is part of a broader effort to recruit millions of consumers to the iconic Mars chocolate portfolio and shows SNICKERS as an essential travel snack that provides total satisfaction in hilarious, and perhaps all-too-relatable travel situations. Last year, the SNICKERS brand saw growth of more than 13% across the globe, and this new campaign is looking to further build on that momentum.

Created in partnership with lead agency BBDO New York, part of Omnicom, the “Hungry Skies” campaign pokes fun at out-of-sorts passengers with spots featuring airborne agitations like in-seat yoga, repeatedly pressing the call button and even sharing a seat with an emotional support snake.

“For nearly 20 years, SNICKERS has been the satisfying solution for moments when hunger has us feeling out-of-sorts,” said Rankin Carroll, Chief Brand Officer, Mars Snacking. “With international tourism expected to grow 15% in 2024 and over 6 million people flying every day, this campaign captures those increasingly and absurdly relatable instances we’ve all encountered traveling and reminds hungry travelers to grab a SNICKERS, to help keep them on track as they navigate the turbulent skies of travel."

“Not a single day goes by that you don’t see a viral video of someone being out of pocket on a plane,” said Kristin Clark, SVP Creative Director, BBDO. “When we noticed that SNICKERS had never extended their iconic 'You’re Not You When You’re Hungry' campaign to travel, we knew SNICKERS had to come to the rescue,” said Matt Low, SVP Creative Director.

The campaign will kick off in the U.S. and Australia across TV, social, digital, and in-flight/in-airport activations before being scaled across Asia, the European Union, Brazil, Mexico, China, India, the Middle East and Africa. It is slated to run in 30+ countries starting now through the first quarter of 2025. Upon landing, the campaign will onward travel to extend to other mass transport methods.

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Dan Rivard
Dan Rivard
- VP Market Development -

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