If you’re hungry, you might risk making some really bad decisions. At least, that’s the premise of a new Snickers ad that’s part of the company’s “Hungry? Eat a Snickers” ad campaign. In the ad, an office worker is visited by a scruffy, frozen version of himself from the supposed future, who warns him to eat a Snickers before his next meeting in order to avoid accepting a transfer to a frozen tundra. So just how do consumers react to this type of ad? We asked 1,000 respondents about their candy buying habits and then tested the impact of this latest Snickers ad.
In Ask Your Target Market’s latest online survey, 3% of respondents said that they purchase candy every day. 15% buy candy a few times a week. 35% do so a few times per month. 18% buy candy a few times every three months. 14% buy it less frequently than once every three months. And 15% said they aren’t candy consumers at all.
Of those who buy candy at least on occasion, 63% have tried Snickers. And 40% said they eat Snickers regularly. M&M’s and Reese’s were more popular among regular candy consumers. But Snickers was more popular than other options like Milky Way, Almond Joy and Starburst.
Overall, 20% of respondents said they are certain or practically certain about choosing Snickers the next time they purchase candy. And 23% said it would be very probable. Of those who watched the latest Snickers ad, 21% said they would be practically certain about choosing Snickers for their next candy purchase. And 24% said it would be very probable.
In addition, 24% of those who watched the Snickers ad said they work in an office environment like the one depicted in the ad. And of those respondents, 32% said they would be certain or practically certain about choosing Snickers for their next candy purchase. And 24% said it would be very probable.
In general, respondents associate the Snickers brand with taste and respectability. Those who viewed the ad were just as likely to associate the brand with those qualities. But they also were more likely to say that the Snickers brand reflects the type of person they are.
The latest Snickers ad had a very small impact on candy consumers as a whole. But it was more likely to have an impact on those who were familiar with the situation depicted in the ad – minus the time travel, of course. What that could suggest for Snickers, and other brands that create this type of campaign, is that it’s necessary to target those consumers to get the highest return for those advertising dollars. In this case, that could mean airing the ad during programs that air after regular work hours to improve the chances of catching those particular consumers. In addition, since this is part of a larger ad campaign for Snickers, creating ads that depict a variety of situations that all different types of consumers are likely to be familiar with could very well be a positive strategy for the brand.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on January 12-18 via AYTM’s online survey panel.