For several years, Snickers has been updating and modernizing its image via traditional, digital, and social media messages.

Resources:

Snickers 2020 commercial

Behind the scenes 2020

Snickers Betty White 2010

  1.  Evaluate the traditional advertisements in 2010 and 2020. Do they achieve the intended goal of updating the product’s image? Why or why not?
  2.  Does the “behind the scenes” spot enhance the effort to update the Snickers brand image? If so, how?
  3.  Locate additional Snickers commercials using this humor tactic. Is the approach wearing thin, or does it still have the desired impact? Defend your answer.
  4.  Find additional examples of traditional media ads being effectively supplemented through digital and alternative channels. Share them with the class.

About Dr. Donald Baack

Co-author of textbook.

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