After announcing Olympic medalist Rayssa Leal as the brand’s official ambassador in the country, Snickers presents “Rookie Error”, the first campaign of this partnership that pays homage to the authentic and irreverent way Brazilians support sports and also reinforces its connection with Generation Z .
“Brazilians have a unique way of cheering, enthusiastic and fun. This was the inspiration for the creation of this Snickers campaign, which reinforces our position of bringing to the public situations and mistakes that fans make when they are hungry, with a creative and humorous look characteristic of the brand”, explains Denise Door, CMO of Mars Wrigley.
With a lot of irreverence, “Beginner’s Error” will present Brazilian fans in funny and diverse situations, such as getting the day of the match wrong, stopping in the middle of the opposing crowd, or even making mistakes in the costume to support the skater in a competition, among other mistakes that people can and do commit things when they are hungry that they wouldn’t do if they ate a Snickers. In this context, Rayssa will be the problem solver by delivering a Snickers bar to the fan and reinforcing the brand’s global concept – “You are not you when you are hungry”.
The campaign by Snickers, one of the most consumed chocolate brands in the world, comes at a strategic moment in the rise of skateboarding in the country, since it became an Olympic sport and Brazil has been gaining great prominence on the world stage of the category. “Rayssa Leal is an athlete who inspires thousands of young people in various parts of the world. She represents Brazil in a sport that already has more than 8.5 million participants in the country and almost 35M fans and we want Snickers to dialogue with this audience”, adds Denise.
The strategy to strengthen the brand’s connection with the skateboarding community is broad and also includes other important initiatives. This year, Snickers became the official sponsor of major events and spaces dedicated to the category, such as Street League Skateboarding (SLS) and Layback. SLS is an elite competition that brings together the best skateboarders in the world in a circuit of global events, where skill and creativity are tested on challenging street skate courses — still in 2024, Brazil will host the competition in São Paulo. Layback stands out as a cultural space that combines music, urban art and, of course, skateboarding.
Produced by the agency T&P Powered by Mirum, the campaign can be seen from October 8th on partner media and on Snickers’ official social media channels – @Snickersbr.
TECHNICAL SHEET
CUSTOMER:MARS WRIGLEY
PRODUCT:SNICKERS
AGENCY RESPONSIBLE FOR THE CREATIVE PROJECT: T&P POWERED BY MIRUM
CHIEF EXECUTIVE OFFICER: Robson Ortiz
CREATIVE DIRECTOR: Filipe Matiazi
CREATION COORDINATOR: Victor Keiti
HEAD DE COPY: Thiago Gabardo
CREATIVE TEAM: Thiago Gabardo, Jorge Uesu, Valentina Lindstron and Ana Montagnoli
MOTION: Bruno Reynaldo and Felipe Zanella
REVISION: Leandro Fagundes
OPERATIONS ANALYST: Mariana Apaz
PRODUCTION MANAGER: Paulo Setti
CONTENT TEAM: Vanessa Vieira, Daniela Maccio, Lucas Conceição, Amanda Lopes and Larissa Scremin
CUSTOMER VOICE: Cristine Bosch, Caroline Coleto and Juliana Luccas
STRATEGY TEAM: Daniel Kiesel, Heloisa Guernieri and Rafaela Oliveira
SERVICE TEAM: Patricia Rogoski, Maryane Colombo e Juliana Teixeira
APPROVING CUSTOMER: Sergio Peniche, Andrea Davila, Denise Door, Gustavo Varandas, Guilherme Hills and Henrique Nunes
VIDEO PRODUCTION: Modernist
DIRECTION: André Inácio
AGENCY RESPONSIBLE FOR THE MEDIA PROJECT: ESSENCEMEDIACOM
TIME ESSENCEMEDIACOM: Isabella Rodrigues, Danillo Tenório, Letícia Aledi, Isadora Cruz, Matheus Santos and Esdras Lopes.
