Mars' Snickers brand to debut new US commercial on March 2 during Academy Awards featuring Godzilla hanging around friends in a series of leisurely activities
HACKETTSTOWN, New Jersey
February 28, 2014
– Fans are used to seeing the infamous monster Godzilla destroying cities and terrifying crowds, but how about playing table tennis, water skiing or riding quads? Today, Mars Chocolate North America announced that SNICKERS® Brand will showcase the never-before-seen "satisfied" side of Godzilla in a humorous new commercial that is set to debut nationally on Sunday, March 2, 2014, during the 86th Annual Academy Awards.
The :30-second commercial puts a humorous new spin on the brand's iconic "You're Not You When You're Hungry" global campaign created by BBDO New York by showing how Godzilla is just a regular, cool guy when he's not hungry. The ad shows Godzilla hanging around friends in a series of leisure activities, until a sudden spell of hunger transforms him back into a rampaging menace. Only SNICKERS – and its delicious blend of chocolate, peanuts, caramel and nougat – can provide monster satisfaction and bring an end to the destruction.
"'You're Not You When You're Hungry' has been an enormously successful campaign for the brand in the United States and globally, and this ad provides a funny new take on the concept in a way that will resonate with consumers," said Roy Benin, Chief Consumer Officer, Mars Chocolate North America. "If SNICKERS can provide monster satisfaction to Godzilla, it can satisfy practically anyone."
The commercial comes at a time when Godzilla is once again capturing consumers' attention coast to coast. This is the 60th year since the character's silver screen debut, and a new action-packed motion picture titled "Godzilla," a presentation of Warner Bros. Pictures and Legendary Pictures, is slated to open nationally on May 16.
The 86th Annual Academy Awards will air at 7 p.m. ET on Sunday, March 2 on ABC. The new commercial is the tent pole of an integrated campaign which includes multiple English and Spanish television, print and digital ads, in-store displays, consumer promotions, public relations and social media.
To see Godzilla experience monster satisfaction in the latest chapter in the "You're Not You When You're Hungry" campaign visit www.facebook.com/snickers or www.snickers.com. For more about the forthcoming "Godzilla" movie event, visit www.godzillamovie.com.
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 72,000 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®, KITEKAT®, BANFIELD® Pet Hospital 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