Snickers has unveiled the latest installment in its ‘You’re Not You When You’re Hungry’ series, showcasing the root cause of the football dive.
The confectionery brand reveals that the secret behind the dive is hunger and the solution: a Snickers.
To fix the issue, the firm has partnered with Spanish national team player Aitana Bonmati. Devised in collaboration with media agency T&P, the creative follows the footballer as she swaps stadiums for a five-a-side park.
“This campaign felt fresh and a bit different, and I love the idea of Snickers taking a light-hearted approach to something that gets in the way of a good game of football,” she said.
”It was a fun one to be part of, and as someone who doesn’t support diving and who believes we should always show respect for our opponents, I enjoyed being the advocate for stopping those hunger-induced fallings over.”
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The ad will appear on the football star’s social channels and has been amplified on paid media.
The marketing drive is part of the chocolate brand’s aim to target football fans in Europe and Central Eurasia.
Fabio Ruffet, VP Brands and Content Europe and Central Eurasia at Mars Snacking said: “This tongue-in-cheek campaign lands our ‘You’re Not You When You’re Hungry’ message with football fans, football being a key passion point for our audience.”
“On the football pitch, diving has become a tangible manifestation of players feeling out of sorts, and we knew Aitana would be the perfect partner to help us get to the root of this issue,” he added.
