SnACkS/DESSERtS/ConFECtIonS
goLD WInnER
SnACkS/DESSERtS/ConFECtIonS
SILvER WInnER

SnICkERS® Brand
Stride mega mystery

mARS ChoCoLAtE noRth AmERICA

Debra Sandler;Chief;Consumer;Officer, Sr.;Mktg.;Mgr.;-;SNICKERS

Michael McGee Osher Hoberman

BBDo ny David Lubars Peter Kain Gianfranco Arena Kirsten Flanik Kathryn Brown

StARCom WEBER ShAnDWICk thomAS J. pAuL, InC.

DIgItAS

Chrmn.,;CCO,;North;Amer.

Sr. VP,;Creative;Dir.

Mngng.;Dir.

Sr.;VP,;Acct.;Dir.

StRIDE Gary Osifchin Nipa Shah

Brand;Dir. Sr.;Brand;Mgr.

JWt
Melissa Bailey-Wong
Lauren Hanin
Tom Christmann
Andrew Dubois
Elias Kakomanolis

Planning;Dir.

Acct.;Dir.

Exec.;Creative;Dir.

Acct.;Mgr.

Sr.;Project;Mgr.

goLD n FISh mARkEtIng pAInE pR hoRIzon mEDIA InC.

"you'RE not you WhEn you'RE hungRy"

After;years;of;narrowly-focused;communications;and;significant competitive;pressure, SNICKERS®;found;itself;in;trouble. To;rein-vigorate;the;brand;we;went;back;to;its;roots;as;a;hunger;solution. The;“You’re;Not;You;When;You’re;Hungry”;campaign;tapped;into the;simple;truth;that;when;you’re;hungry,;you’re;not;yourself;and SNICKERS®;can;help;sort;you;out.;The;idea;touched;all;mediums and;has;achieved;goals;of;driving;volume;sales,;household;pen-etration;and;reestablishing;SNICKERS®;within;pop;culture;as;a;guys brand;that;EVERYONE;feels;they;can;be;a;part;of.

thE RIDICuLouSLy InnovAtIvE un-InnovAtIon How;do;you;turn;nothing;into;something?;That’s;what;Stride;did;by re-imagining;innovation;within;the;gum;category.;Faced;with;an onslaught;of;exciting;competitor;news,;all;Stride;held;in;its;arsenal was;the;launch;of;another;flavored;gum;-;with;an;ambition;to reignite;the;plateaued;Stride;brand.;The;idea;was;Don’t;tell;them what;the;flavor;is.;By;shattering;category;norms;and;conventional wisdom;of;complete;transparency,;Stride’s;Mega;Mystery;flavor invigorated;Strides;share;and;triggered;a;buzz;value;that;Stride had;never;seen.