Comedy and entertainment TV channel Dave took on the character of Rupert for three days last week (October 23 to 25) in the latest instalment of Snickers’ ‘You’re Not You When You’re Hungry’ campaign.
The partnership demonstrated what happens to Dave when it is off its game due to hunger pangs.
At 3.28pm – statistically the hungriest time of day – programming changed and viewers were treated to a captivating chess match, 15th century art collections and French film noir.
However, before each programme really had a chance to get going, the plug was pulled and a parody Snickers test card came up on screen. Having had a Snickers, Dave returned to the air with an apology for the mix-up and normal service was resumed.
Alongside the TV channel takeover, Dave’s Facebook became Rupert’s with posts about how to lay a table and improving your polo skills. There was also an out-of-home activation with a Dave digital banner/poster replaced with Rupert.
Christoph Weber, Snickers Brand Director, said: “We’re thrilled to have partnered with Dave for the next stage of the ‘You’re Not You When You’re Hungry’ campaign. This is an iconic campaign, and we hope fans of the brand enjoyed seeing it return to their screens in such an innovative and unique way.”
Last month, Mars Chocolate also launched a new on-pack promotion as part of the ‘You’re Not You When You’re Hungry’ campaign, titled ‘Who are you?’ The new promotion offers consumers a new way to tell their friends when they’re not being themselves with21 different hunger symptoms including “cranky”, “forgetful” and “drama mama”.
