How Snickers Transformed a Basic Biological Need Into Super Bowl Success

'Looking at hunger from a new perspective felt like it could have long-term potential'

Betty White is looking at a Snickers bar as she seems like she is about to take the first bite
The initial spot spurred a popular series of ads that won much acclaim. BBDO

In the fall of 2009, Snickers came to BBDO with two big challenges: an ambition to create a Super Bowl spot that would score high in the USA Today Ad Meter (the one poll that mattered back then) and a long-term task to rejuvenate the brand, one that was iconic and loved but forgotten in the minds of many consumers.

This story first appeared in the Jan. 28, 2019, issue of Adweek magazine. Click here to subscribe.
Gianfranco Arena is an ecd at BBDO New York. His other job is raising a blended family of six kids.
Peter Kain is an ecd at BBDO New York. He is an Eagles fan who would prefer to spend Sunday rewatching last year’s Super Bowl.