Snickers: The Influence of Public Relations on Their Success

Updated: Apr 6, 2023

A business must have an excellent reputation to succeed in today's world. There are many ways that companies can build their reputation, including customer service and satisfaction, quality of the product, price point and value, overall brand image, community outreach, and more. One way that companies typically use to maintain their good reputation is through public relations (PR).

In the Snickers scenario, there was a problem in the company. They were losing market share to other companies with their products and commercials. The hired PR person had a complicated job fixing and getting the company back on track, but she knew she had to be creative and think outside the box. She knew that she had to come up with something that would scream "Snickers" and be original but at the same time not offend.

"You're Not You When You're Hungry" was a campaign the team created. The idea was to portray the public's problem and show that no matter what the situation, their answer was always "Snickers."

James Miller, global head of strategy for Mars, explains how fame has been a key driver in making Snickers' six-year global campaign so effective. "We concluded that driving fame—particularly getting more and more people talking about the brand—would deliver penetration growth and drive sales. Taking a step back, we looked at the work we were creating around the globe and quickly realized that it did not reflect our analysis of how communication would grow the brand. This pushed us toward targeting men using very "blokey" humor. We couldn’t ignore or walk away from our past, but our new approach meant finding insight and a story that would connect with everyone.”

The campaign was a huge success and gained back market share for Snickers. Snickers found a way to make their customers feel good about themselves to fix their reputation once again. How much of this story is true? None of it, but as one PR professional said: "Never underestimate the power of putting a positive spin on something negative."

Fundamental Values and Principles of the Snickers Campaign:

To be successful in "Snickers," you have to be able to read between the lines and use your imagination. On the surface, this campaign was all about putting up a good front, but when one looks deeper, one sees that it is also taking a negative issue and making it a positive one. This campaign teaches people to change their behavior and think positively even in a bad situation. To "make yourself happy," you must have "confidence, self-control, and teamwork." Instead of thinking negatively about how someone has acted or behaved towards you, think positively about how you can get what you need. The commercial shows how family members misbehave and take advantage of their loved ones, but they bring everything they need out of it by always being prepared.

This campaign effectively brought back "Snickers" into the market and gained market share. The PR team did a great job fixing the reputation and making their product stand out. When this was first introduced to the public, it made people think differently about what they were eating and why they were eating it.

This campaign was a great example of how a company can use creative ways to bring its brand into the market and create positive customer feelings and reactions.

The three main messages from this campaign:

1) Be prepared in all situations: Even if you are going out with the family for dinner, you should know how to act, who will be at the table, what you are going to order, etc. For your family and friends not to take advantage of you in any way is essential. Get yourself ready so that even if someone does try something that isn't too appropriate, it won't offend anyone's feelings.

2) Believe in yourself: This is an excellent message for young students trying to succeed in their classes. It isn't easy, especially when people aren't giving you the same attention you deserve, but don't let it get you down.

3) You can get what you need out of a situation: In this case, "Snickers" gives us some reassurance that if we go out for dinner and have family members misbehaving and taking advantage of us, we can always have confidence and be prepared to deal with whatever situation we happen to be in. We can always use food to make ourselves happy, no matter the scenario.

Overall, this campaign was highly effective in dealing with the issue it was trying to tackle. The PR team devised a creative way to make their product stand out and show customers that they cared, resulting in positive feelings and a positive image.

This story illustrates the importance of having good PR because it is an essential job that can make or break a business. The point of this story is to show how PR can be used in a way that is creative, effective, and beneficial to your company.

Here is how PR has impacted the snickers company;

They built up their brand image by sending great messages to the public through that commercial.

They showed how they differed from other companies and stood out as a unique brand. They related to other companies in the situation they're in and were able to bring them in with them on their message.

The use of real people and actors with a purpose was very effective. Instead of using actors or models, they used people similar to their customers for the campaign to be more effective. This was so that the public would relate more to what was being portrayed in that commercial and feel comfortable believing it came from someone like them, not an actor or model.

In this campaign, they created enough positive feelings in the public. If you checked out the commercial, I guess you thought "snickers" was a great product, and it must be fantastic, right? This commercial sparked positive feelings in the consumers and made them feel comfortable using the product again.

This story shows how great PR can be when it is used properly. The PR team did a great job getting her company back on track and had everyone discuss their products again.

The Snickers brand has always been associated with strong family values, making people feel good about themselves, putting others before themselves, and living life to the fullest. These are essential things that everyone should be looking for in a brand. Across the board, people said the campaign was great, but when they dug deeper, they realized there was more to it than just showing how a product makes you feel good about yourself. As we all know, life can be challenging in many ways, and having the right brand can make all the difference. For this reason, Snickers sent out a wonderful message to their customers:

"You can get what you need from any situation by being prepared and believing in yourself."

Even though this company is trying to incorporate its new slogan into its commercials and print advertisements, they still have some work to do to make it stick. Even though they are trying to make it more personal, the slogan could be more potent regarding the Snickers brand.

For this reason, it might be better for them to use a slogan that is more true and can relate to their customers on a personal level. Something like "shares great experiences with family and friends" or "Be yourself and make someone happy" would be good examples of solid slogans for them.

Overall, this campaign was what a PR team should do for their business to succeed. This can help you see how PR can work in your favor if you know what you're doing. Being proactive in ensuring you get your work done and do it right isn't easy, but it is essential because it can be the difference between your business's success.