Satisfied

Hi folks. I haven't had a whole lot of time lately, so instead of doing my usual thorough analysis I'm just going to follow up on the theme of how marketing can reinforce the incorporation of a product into one's lifestyle with a simple, direct message.

This thought actually came from an associate who has noticed a subconscious association with Snickers and their "Hungry? Why Wait?" campaign. Some of you may remember commercials like this one from some time ago (courtesy of BBDO):



The commercials themselves have been popular with viewers for their jokes, but my associate notes that it's really the "Hungry? Why Wait?" tagline that comes to mind while standing at the vending machine trying to decide which selection will do the job. The commercials grab the attention just enough to slip in a relatively subtle yet effective message.

Advertising has a somewhat odd track record with rhetorical questions. Many of us remember the shameful "Why Ask Why? Try Bud Dry" campaign, the only admirable part of which was its honesty in suggesting that this was a product there was no reason for anyone to purchase. The Bud people didn't realize that Americans don't appreciate being told what they should and shouldn't question. "Why Wait?" however, is a perfectly appropriate question to associate with a product that is most likely purchased from a machine, checkout line, or sports team fundraiser, if not pulled from the freezer. Why yes, I am hungry now, thanks for asking.

Despite this success, Snickers hit a bit of a stumble with the infamous Super Bowl ad from last year that was perceived as either distasteful or homophobic, and resulted in many retractions and apologies. Now they're working to get back on track. Or are they?



You decide.