India – Mars-Wrigley’s chocolate bar Snickers has launched a new campaign which focuses on hilarious blunders by cricket fans as part of the upcoming cricket season in India. Said campaign was conceptualised alongside DDB Tribal.
Building on its globally adored brand proposition of ‘You’re Not You When You’re Hungry’, the latest Snickers’ ‘Noobie Mistakes’ perfectly captures the ‘out-of-sorts’ fan moments solidifying its long-standing association with cricket.
The films build on the cricket season fever by featuring excited fans in ‘out-of-sorts moments’ making hilarious blunders. Bringing to life the unique brand proposition, Snickers presents itself as the ultimate solution to avoid such mishaps. As the season will be at its peak, the brand will keep the humor going with the launch of two new 10-second digital films giving consumers more instances of out-of-sort moments with Snickers to the rescue.
Moreover, the campaign moves beyond entertainment and rolls out an online contest through a ‘Noobieverse’ gaming platform on the Snickers India website. The contest engages consumers in a unique game of spotting Noobie Mistakes in situations related to cricketing fan truths daily to win exciting gifts and avail cashback, running for a period of eight weeks.
Varun Kandhari, director of marketing and customer marketing at Mars Wrigley India, said, “The fun brand proposition of SNICKERS®, ‘You’re not you when you’re hungry’, has been globally loved by consumers. As the spirit of cricket season kicks in, the campaign aims to bring together the exhilaration of cricket fandom with a dose of unexpected comedy.”
He added, “The all-new TVC and the unveiling of Noobieverse gaming platform will elevate the entertainment of consumers across the country. Through this, we emphasize our relevance among the GenZ audience while continuing to inspire billion moments of happiness among the consumers. We are confident Snickers quirky celebration of the cricket season with its noobie take will deeply resonate with the audience.”
Meanwhile, Iraj Fraz, creative head at DDB Tribal, commented, “Ever ‘called in sick’ to your boss, only to foolishly post a picture of yourself watching the India-Pak match on Instagram? Noobie mistake! Maybe you just need a Snickers. After all, you’re not yourself when you’re hungry. So, this cricket World Cup season, Snickers launches a campaign that highlights the Noobie mistakes we make while trying to be the best fans and cheerleaders for our team.”
