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Glocalization in Snickers Campaigns

The document discusses the Snickers candy bar marketing campaign called "Get Some Nuts" from 2007-2008. The campaign aimed to revitalize declining European sales by creating a consistent brand image across multiple markets using a "glocalization" approach. A core identity and tagline was developed and enforced locally. Mr. T was featured to exemplify Snickers' masculine image. Locally tailored executions on social media and events engaged audiences. The campaign increased sales and decreased costs, though an ad depicting Mr. T harassing a speed walker was later pulled for perceived anti-gay messaging in some markets. The campaign demonstrates effective glocalization but also cultural differences in humor and standards.

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63 views2 pages

Glocalization in Snickers Campaigns

The document discusses the Snickers candy bar marketing campaign called "Get Some Nuts" from 2007-2008. The campaign aimed to revitalize declining European sales by creating a consistent brand image across multiple markets using a "glocalization" approach. A core identity and tagline was developed and enforced locally. Mr. T was featured to exemplify Snickers' masculine image. Locally tailored executions on social media and events engaged audiences. The campaign increased sales and decreased costs, though an ad depicting Mr. T harassing a speed walker was later pulled for perceived anti-gay messaging in some markets. The campaign demonstrates effective glocalization but also cultural differences in humor and standards.

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© Attribution Non-Commercial (BY-NC)
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Glocalization: from Compounds to Candy

In my tenure in pharmaceutical communications, I spearheaded local, global and hybrid


campaigns. In the 90s, most pharmaceutical companies implemented purely local campaigns,
in which the same communications structure was replicated in multiple markets, with dozens of
unrelated executions. This resulted in wasted resources, diminished impact and an unfocused
message. With the advent of “one size fits all” global programs, campaigns really fit no one at
all – resulting in back channel, off line local programs. With “glocalization” a core identity
package – visuals, messages, taglines etc. is developed, rolled out, and most importantly,
enforced. At the country level materials are adapted, with strict adherence to “master brand”
standards.
This paper examines something completely outside the realm of pharmaceuticals –
Snickers candy bars. Consumer brands such as Coke and Pepsi have recently revamped their ad
and communications campaigns to afford a plug and play” global communications model that
can easily be adapted for country-based marketing.
This is, in part, due to the current communications environment. As social media
becomes an integral part of most campaigns, there is an increasingly diminished “true local”
experience for multinational brands. It is essential that a consistent brand image be delivered
that can be recognized at the local level. In addition, materials meant for one market become
the property of the global community via online communications. The Snickers campaign
touches on these issues.
In 2007, Snickers faced a challenge – sales were lagging in Europe and communications
in multiple markets (Belgium, Ireland, the Netherlands, Portugal, Switzerland and the UK) were
uncoordinated. One ad executive noted that, “Pan-European communications were something
of a patchwork quilt; a mishmash of individual pieces of communication that consumers were
forced to sew together to form an overall design. The result was that the brand was
forgettable.”

Nancy Bacher Long 4/12/2010


1
The brand created a multi-market campaign to connect with the target audience of 24-35
year old men. ‘Get Some Nuts’ showed young men how to grab a Snickers without diminishing
their “cool guy” masculine image.
The linchpin of the campaign was Mr. T who exemplified the tough, manly image of
Snickers. Mr T was positioned as a cult icon. Snickers surrounded him with experiences and
stories that could become part of audiences’ lives. Locally, different events, media mixes and
creative executions were employed. Brand engagement was driven by digital involvement via
social networks and mobile phones.
The results are the campaign were strong. In 2008, sales outperformed the market
average, cost per market decreased, and over 40 Facebook groups were created around the
Snickers/Mr T/Get Some Nuts relationship.
In one of several campaign iterations, Mr. T harasses a speed walker for being a
"disgrace to the man race". Mr T pulls alongside the man in tight yellow shorts and growls:
"Speed walking. I pity you fool. You a disgrace to the man race. It's time to run like a real man."
He then opens fire, peppering the man with Snickers bars and forcing him to break into a run.
The ad was only shown in the UK – not in the US. However, after US complaints that it
was offensive to gay people, it was pulled. The UK Advertising Standards Authority said the ad
barely ruffled feathers. They received just two complaints and did not investigate the
commercial for a possible breach of the advertising code.
A US trade publication printed an open letter challenging Omnicom, parent company of
the Snickers ad agency. The Human Rights Campaign criticized Mars for perpetuating "the
notion that the gay, lesbian, bisexual and transgender community is a group of second class
citizens and that violence against GLBT people is not only acceptable, but humorous".
On a positive note, this campaign demonstrates the power of a well-executed glocal
program. However, is also reinforces how taste, standards, and humor vary cross culturally. It
raises the question of the relative role of local vs. global standards in creating a campaign.

Nancy Bacher Long 4/12/2010


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