Guy wearing a leather jacket sets a Snickers bar on fire with a cigarette lighter hoping it will explode like a firecracker.

The DVD was a great vehicle for the target. Kids were engaged with the brand for 17 minutes. And, they were thoroughly entertained. The content gave them access to these athletes in a great format and throughout the DVD it was clear that Snickers understood the sport of snowboarding and, thereby, was considered a little more relevant by this target group.

In copy-testing “Jail” and other spots in the “Snickers Satisfies” campaign tested above the norm for effectiveness. Among the target, it was highly recalled and persuasion and purchase intent was above norm. Main message communication playback was also above norm for measures “tastes great,” “is satisfying,” and “provides instant satisfaction.”