Mars, Incorporated is one of the largest candy companies. They are home to some of the most well known candies such as Milky Way, M&M and Snickers. Mars, Incorporated prides themself on 5 principles and a brand promise that appears through their marketing with Snickers. Yet, their principles and brand promise have some grey areas. Their target audience is also not very direct and can be biased. Not only do they have grey areas and biases but they promote a product that is filled with unhealthy ingredients that can lead to problems further down the road for people. They latest campaign “You’re Not You When You’re Hungry” can be related to 3 of the 4 of Leiss’ principles. The Snickers brand has subliminally slipped its way into the minds of consumers in a culturally unethical way creating problems for consumers. The creative intention of this campaign has some questionable aspects to it. Mars, Incorporated has 5 principles that their company stands by. Those five principles are quality, responsibility, mutuality, efficiency, and freedom. Through Snicker’s “You’re Not You When You’re Hungry” campaign, the principles of mutuality and efficiency emerge. The concept of these commercials is that the character is not acting like themself because they are hungry, and Snickers can satisfy your hunger and bring you back to reality. After the …show more content…
175-190). In their campaign, the product is linked to a larger abstract idea that the Snickers bar will bring you back to being the person who you are supposed to be. The advertisement is also a lifestyle ad because it is subliminally saying that if you eat the Snickers bar, you’ll be back to normal and your hunger will then be satisfied. Not only is image and lifestyle shown but it is also personalized because there are celebrities in their commercials promoting the idea of “You’re Not You When You’re