Mumbai: Mars Wrigley’s iconic chocolate bar, SNICKERS®, is gearing up for the cricket season with a humorous campaign that highlights the quirks of cricket fandom. Building on its beloved slogan, “You’re Not You When You’re Hungry,” the latest SNICKERS® Noobie Mistakes campaign captures those “out-of-sorts” moments fans experience during the thrill of the game.
Launching in two phases, this campaign, developed by DDB Tribal, features a quirky TV commercial showcasing enthusiastic fans making hilarious blunders in their excitement. The campaign cleverly positions SNICKERS® as the perfect antidote to these mishaps, ensuring fans stay on top of their game. As the cricket season reaches its peak, SNICKERS® will continue the fun with the release of two new 10-second digital films, each depicting more humorous fan moments where SNICKERS® comes to the rescue.
Varun Kandhari, Director of Marketing and Customer Marketing at Mars Wrigley India, stated, “The fun brand proposition of SNICKERS®, ‘You’re not you when you’re hungry,’ resonates globally. As cricket season kicks off, our campaign combines the excitement of cricket with a touch of unexpected comedy. The new TVC and the introduction of the Noobieverse gaming platform will enhance entertainment for consumers nationwide. This approach allows us to engage with the Gen Z audience while creating moments of happiness for all.”
Iraj Fraz, Creative Head at DDB Tribal, added, “Have you ever ‘called in sick’ only to post a picture of yourself watching the India-Pak match? That’s a Noobie mistake! This cricket World Cup season, SNICKERS® highlights the funny missteps fans make while supporting their teams.”
The campaign includes an interactive online contest via the Noobieverse gaming platform on the SNICKERS® India website. Participants can engage in a unique game of spotting Noobie Mistakes in everyday cricket scenarios for a chance to win exciting prizes and cashback offers, running for eight weeks.
To amplify the cricket fever, SNICKERS® has also launched specially themed bars featuring phrases like ‘Stumped’ and ‘No Ball,’ available in stores along with a promo code for assured UPI cashback on select SNICKERS® variants. Utilizing hashtags like #NoobieMistakes, the brand aims to connect with a broader audience through two new digital-only TVCs available in nine languages, including Hindi, Bengali, and Tamil.
