Behind the Snickers Campaign That Launched a Global Comeback
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When Snickers was considering its Super Bowl ad options in 2010, Betty White almost didn’t make it. The brand’s agency, BBDO, had actually recommended going with Aretha Franklin.
“She was the bigger star,” recalled David Lubars, BBDO’s chairman and chief creative officer for North America, at the Association of National Advertiser’s annual conference in Phoenix. Ms. White, of course, made the final cut at the urging of brand-owner Mars, launching a comeback for the comedic star, as well as the Snickers bar.
During a dual presentation at the ANA, Mr. Lubars and Mars Chocolate North America President Debra Sandler gave a behind-the-scenes look at how the wildly successful campaign came together. The seeds were planted many months before the Super Bowl ad, when Mars decided to launch a global campaign for the brand, which had been relying on a regional approach.
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