Snickers created a clever Valentine’s Day fails promotion, seizing the initiative the day after the social media airways were cluttered with romance.
Many manufacturers of chocolate products, liquor, jewellery, flowers and stuffed toys were heavily promoting special packages and offers for the annual romance fest… But Snickers had another (great) idea!
What about all those “throngs” of significant others who goofed things up and ended up with an evening of ‘nomance’? Perhaps they took their vegan partner to a steakhouse, showed up late, or even forgot the date completely?.
Snickers solved the problem in New York City with a great stunt, delivering new Creamy Snickers free on February 15 to selected consumers who tweeted a code word in a campaign titled ‘#SmoothItOver’.
“#SmoothItOver brings a twist to the Snickers ‘You’re Not You When You’re Hungry’ campaign, reminding fans that they’re also not smooth when they’re hungry,” said Josh Olken, brand director, Snickers.
“We’re giving consumers the opportunity to smooth over any Valentine’s Day mishaps, while also celebrating the smooth texture of new Creamy Snickers. Look for more fun from us as we help fans #SmoothItOver during special moments throughout the year.”
The bouquets featured three flavours of new Creamy Snickers: Almond Butter, Peanut Butter and Maple Almond Butter. For fans outside of New York City, or those who missed out on the offer, coupons for Creamy Snickers were delivered digitally, while supplies lasted.