Mars, Inc. (Encyclopedia of Major Marketing Campaigns)
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SNICKERS REALLY SATISFIES Campaign
Advertisements positioning Snickers as a wholesome snack to satisfy hunger between meals helped make the brand the most popular candy bar in the United States. The "Snickers Really Satisfies" campaign of the 1980s and early 1990s revolved around the idea that Snickers bars were nutritious and filling since they contained peanuts, caramel, and a whipped substance called "peanut butter nougat" in an outer coating of milk chocolate. One advertisement in Woman's Day in 1987 featured a photograph of a smiling mother and son holding Snickers bars while they sat beside a lawn mower. The headline read, "When he runs on empty, SNICKERS satisfies him. And me." The ad explained that the mother gave her son a candy bar when he became hungry after mowing the lawn. The text listed the confection's ingredients, emphasized that Snickers contained no preservatives, and added, "So when my son needs to fill up between meals, I give him the wholesome snack that both of us love. SNICKERS." The ad concluded...
(The entire section is 2350 words.)
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