Snickers has dropped its signature logo from its candy packaging, replacing it with one of 20 hunger symptoms. The personalized wrappers include words like Cranky, Confused, Whiny, Irritable and Curmudgeon.
The promotional wrappers support the brand’s ‘You’re Not You When You’re Hungry’ campaign. The packaging encourages consumers to share photos of the candy bar using the hashtag #EatASnickers.
The Mars brand partnered with agency BBDO New York to create an ad in which an operator takes calls of people concerned about their loved one’s hunger-induced behavior. A deliveryman brings the appropriate Snickers bar to the person in need of an attitude adjustment.
Snickers brand director Allison Miazga-Bedrick said:
“We’re always looking for new ways to engage our fans, who know and love our campaign. 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.”
Earlier this year, Coca-Cola dropped its signature label for a marketing campaign in the Middle East. Although Snickers and Coke changed their packaging for very different promotions, both campaigns speak volumes about the impact of design and branding. The signature logos may be gone, but the products are just as recognizable. The bare design elements are memorable on their own.