O Snickers launches ‘Missprompting’ campaign and uses artificial intelligence for the first time in Brazil, reinforcing, in a fun and innovative way, the brand’s global concept: you are not you when you are hungry. The ‘You confuse artificial intelligence when you’re hungry’ campaign features images generated by artificial intelligence, after receiving commands (prompts) with typos from a user “confused by hunger”. The result? Fun and surreal images.
“With its innovative essence, Snickers has constantly sought ways to take its global concept to new heights. With this in mind, with the increasing integration of artificial intelligence platforms in Brazil and around the world, we brought this new campaign. Brazil is the 4th country that uses AI the most and we took this into consideration when developing the idea, bringing our brand to a context that continues to grow”, highlights Denise Door, CMO of Mars Wrigley in Brazil.
The prompt, or command, is a textual instruction that the user provides for the artificial intelligence to generate an action. In the campaign, Snickers shows how a confused user makes typing errors, among the most common of which is the use of paronymous words (pairs of words that have almost the same writing and spelling, but different meanings), generating humorous images. Among them are “a man eating ‘sneakers’ on the street” (in reference to the brand’s name); “An apple pie with ‘window’” (replacing the letter “J” with the “C” for cinnamon); “A skateboarder doing a trick at the top of the ‘cap’” (typing error of “cap” for “ramp”); and “A ‘dish’ and her chicks in the lagoon” (in allusion to the word ‘duck’).
A new chapter about the real feeling of being confused when you’re hungry is the main highlight of the campaign.
“Brands focus on the artificial intelligence tool, however, no one had yet explored user interaction with technology. And this creative, funny and unusual look is a trademark of Snickers”, evaluates Gustavo Varandas, Marketing Manager of Snickers.
Exploring new creation formats and engaging with consumers were some of the strategic challenges for the brand and T&P powered by Mirum.
“Snickers talks about the effects of hunger on people’s behavior. And this time of widespread debate about the use of generative artificial intelligence is the perfect opportunity to show how your prompts can also be affected. With the usual good humor that permeates the brand’s communication, of course”, says Filipe Matiazi, creative director at T&P.
In Brazil, in addition to creative campaigns, the Snickers brand always seeks to innovate and bring exclusive news to the Brazilian public. In addition to the fixed portfolio, Tradicional, Dark and Pé de Moleque, the brand recently launched a new flavor to whet consumers’ palates: ‘Snickers Strawberry’, a limited edition that won over chocolate lovers. Along with this launch, the brand also relaunched two other successful special editions on the national market, the ‘Lemon Mousse’ and ‘Passion Fruit Mousse’ versions.
DATASHEET
CLIENT: MARS
PRODUCT: SNICKERS
CAMPAIGN TITLE: SNICKERS MISSPROMPTING
AGENCY: T&P POWERED BY MIRUM
RELEASE DATE: APRIL 10
CHIEF EXECUTIVE OFFICER: Robson Ortiz
CREATIVE DIRECTOR: Filipe Matiazi
CREATIVE COORDINATOR: Victor Keiti
CREATIVE TEAM: Filipe Matiazi, Victor Keiti, Thiago Gabardo, Daniel Mota and Ana Montagnoli
PRODUCTION MANAGER: Paulo Setti
TIME MOTION GRAPHICS: Bruno Reynaldo e Felipe Zenella
CONTENT TEAM: Vanessa Vieira, Daniela Maccio, Rafaela Oliveira and Ana João
SOCIAL INTELLIGENCE TEAM: Amanda Lopes, Larissa Scremin, Juliana Luccas and Natanael Rosa
STRATEGY TEAM: Daniel Kiesel and Heloisa Guerniere
SERVICE DIRECTOR: Patricia Rogoski
SERVICE MANAGER: Maryane Colombo
ACCOUNT EXECUTIVE: Juliana Teixeira
ESSENCE TEAM: Danilo Tenório, Esdras Lopes, Letícia Aledi
APPROVING CLIENT: Denise Door, Gustavo Varandas, Andrea Davila and Sergio Peniche
IMAGE PRODUCER: Hogarth
FILM PRODUCER: Magic Films
AUDIO PRODUCER: Canja
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