What’s the Insight?

Just as the Super Bowl is expected to be played every February, so a new batch of commercials are to follow. This year’s crop of advertisements was more or less… eh. Maybe it’s just me, but I find that the ads seem to get less humorous (and more political) each year. I more so look forward to the snacks at the Super Bowl parties now anyway.

Nonetheless, I was pleasantly surprised by Snickers’ Super Bowl commercial. In this humorous spot, Adam Driver teamed up with Snickers to create the Super Bowl’s first-ever “live” commercial… and then ruined it. Adam was off his game during a high stakes moment, and everything that followed came crumbling down (figuratively and literally). If you haven’t seen the commercial, click here to watch!

The reason everything went downhill real quickly: You ruin live Super Bowl commercials when you’re hungry. This twist on Snicker’s famous tagline perfectly suites the time and place of the ad. All in all, good job Snickers. I really appreciate your innovative approach

But let’s get down to the insight that guided the strategy of this commercial. Normally consumer insights connect to a company’s specific target audience. However, I would imagine Snickers target audience is pretty extensive, ‘cause really, who doesn’t like nougat with caramel and peanuts coated in a waterfall of chocolate? Instead of catering to one audience, Snickers needed to be a find and develop a story that could cater to everyone. Now you may be puzzled on what this “universally resonating” consumer insight could be, but you really don’t have to look too far from the main source:

You’re not you when you’re hungry.

It’s a simple human truth. When you are hungry, you’re simply not yourself. When you aren’t yourself, it’s hard to do the things you normally do which can even affect your friends. To bring the message even deeper, affecting your friends and being outside of the normal “crowd” is an undesirable situation most don’t want to be in. This message is relatable to a lot of people. Knowing this consumer insight, Snickers was then able to come up with the solution:

Eat a Snickers = Get Back to Being Yourself.

Below I go into more detail of the Benefit Ladder for Snickers:

Emotional Benefit You’ll belong; Your hunger won’t affect others and you won’t be an outsider in your group of friends.
Functional Benefit Nourishes you and satisfies your hunger, allowing you to get back on your game
Product Attribute Snickers is a brand name chocolate bar made by Mars, Incorporated. The candy bar consists of nougat topped with caramel and peanuts, enrobed in milk chocolate,
Target Young millennial men and women, 18-36 years old who enjoy chocolate and/or candy products

By learning this consumer insight and directing the advertising strategy with it in mind, Snickers has put itself in a great position to create humorous and creative in the future. This message is one that is timeless and can easily be built upon. I wouldn’t imagine this idea will phase out anytime soon because there will always be a hungry person out there in need of a Snickers bar.

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