With the singles candy bar category declining in favor of smaller, more bite-sized snacks, SNICKERS began 2015 in trouble. The brand’s core SKU, the Original single candy bar, was declining with the category as consumer snacking behavior shifted outside of chocolate, and SNICKERS was seeming less relevant to consumers as a result. To combat this decline, we needed to inject the brand with fame and feeling to get people thinking about SNICKERS again when they were in front of the shelf, and increase by the end of the year.

Given that we needed to propel the brand through a year of growth, we eschewed more targeted and niche media to avoid fragmenting our message – everyone has a mouth, and everyone eats candy. Instead, we turned to the only space massive enough to reach everyone in America at one time: the Super Bowl. To remind people to grab a Snickers when hungry, we needed to capture the population’s attention with our universally relevant campaign, “You’re Not You When You’re Hungry.” But in order to find a story with enough relevance to captivate over 110M Americans, we needed to turn to a cast of characters that had the same mass appeal as the Super Bowl. We looked to America’s favorite and famous family, the Brady Bunch, to provide a number of scenarios that were perfect fodder for our hungry and out-of-sorts celebrities – action star Danny Trejo and chameleon Steve Buscemi.

Throughout the month of January, we teased and entertained the masses through OOH, digital video, social media, and TV, ensuring that the Brady story kept pace as we moved closer to the Big Game. But we didn’t stop there – we ensured that our message stayed fresh throughout the year, providing a drumbeat that would remind people of SNICKERS long after the Super Bowl faded from memory.

By entertaining people in multiple media channels with a famous and engaging storyline, we reminded people to pick up Snickers when hungry and satisfied our sales goals as well. When it comes to creative effectiveness, the Brady Bunch campaign taught us that by remaining consistent to our story and applying a famous family to a famous media moment from a famous brand campaign, it’s possible to propel a year’s worth of growth off of one big day.