GETTING NAUGHTY WITH SNICKERS

Sports Illustrated issued it's annual Swimsuit issue and Snickers took it upon itself to make it a parody! 

Snickers and Sports Illustrated have a relationship - a relationship that is three years old where one constantly is reminding the other of the consequences of not eating. A truly contrasting yet harmonious partnership!

This year's marketing campaign tries to convey what happens when an editor who is mightily impaired by hunger tries to put a magazine together - he/she ends up using an less than ideal substitute for the back cover. 

The campaign plays on the idea that most of the models who appear on Sports Illustrated are hungry due to the fact that they look so thin. It is a humorous dig at the image that Sports Illustrated portrays - and one that works harmoniously well surprisingly!

It seems to target the type of individual that reads Sports Illustrated, probably male in his 30s who is fond of an active lifestyle. This works well as I feel like Snickers is more preferred by males and those who are fond of an active lifestyle would surely not starve themselves and can find humor in Snicker's positioning - 'a snickers a day keeps the hunger away', which works pretty great for Snicker's!

The strength of this campaign lies in that it seems to know it's target audience pretty well and that humor almost always works! A potential weakness (if at all) is that Sports Illustrated readers are limited, therefore, the campaign's scope isn't as widespread as, say, a Superbowl commercial.