After 10 years of absence in media in France, Snickers needed a powerful idea to come back and rebuild the brand attributes in France.

The challenge was to adapt the global campaign “You’re not you when you’re hungry” using a celebrity that would resonate with the local audience.

The Gremlins came as a very natural character to illustrate how annoying someone can be when he is hungry. He became the hero of the TV campaign.

To amplify this TV launch, we decided to use the behind the scene movie as another vehicle to spread the idea. The viewer would think he is watching a typical behind the scene, when it is in fact, a trap that became an illustration of the campaign.

It shows how the director got hungry on the set and turned into Chantal Goya (a famous French singer known for the songs she sang to the kids) and started to have very peculiar requests, faithful to Chantal Goya’s softy artistic world.

Not only was Snickers back but also was it back with a good story to tell and an atypical duo of ambassadors.

A little before the TV airing, bloggers and journalists were invited to come and discover the new Snickers ad featuring a Gremlins and Chantal Goya.

Intrigued by this atypical duo, they came in number.

They were given access in exclusivity to the campaign and published / talked about it the next day with enthusiasm.

- First step was the invitation sent over to the influencers via email on August 22nd 2013. The invitation said: “Snickers presents: the come back of the Gremlin, directed by Chantal Goya”.

- Second step was the event in itself. The influencers came to the event in a cinema in Montmartre: Studio 28. They attended a special stage play where Chantal Goya incarnated the director when he is hungry. The whole campaign was presented and explained to the audience in a humorous way.

- That same night, numerous tweets were sent by the influencers to let people know something was going on with Snickers.

- The day after, September 5th. The influencers published a high number of articles and tweets. The TVC was first aired in the evening of the 5th.

It’s a good earned media campaign as the campaign got talked about online via blogs, tweeter and press articles but also on TV shows and radio.

260,000 views on Youtube.

65 articles online

912 tweets for an audience of 2.2 million people.

TV shows talked about our campaign:

Canal + (audience: 1.7 million people).

M6 – 100% mag (audience: 1.3 million people)

LCI – zapnet

TF1 – 50 minutes inside (audience: 2.6 million people)

And a radio broadcast: BFM, à vos marques