We imagined musicians suffering from multiple hunger symptoms and combining two genres of music to essentially create a strange and awesome new genre. This resulted in an auditory version of our visual campaign that resonated in a completely original way with our musically driven target.

We collaborated with Spotify to produce the first completely original music and album by any brand, titled Starving Artists. It’s an album made up of original songs, each done by combining two contrasting genres based on their corresponding emotions. For example, we paralleled the music genres Lullaby and Metal with the hunger symptoms Sleepy and Angry to get a “Slangry” song. This particular song was named “Sleepy Town” by the band Cuddled to Death. To direct listeners to click through and listen to the album, we used Spotify-specific radio ads.

Snickers Crisper is selling 30% above its goal, and is outselling its closest new product competitor, Butterfinger Peanut Butter Cups, by 62%.