MCLEAN, Va. — Mars Inc.’s Snickers brand has launched three new limited-time-only (LTO) candy varieties as part of its “You’re Not You When You’re Hungry” campaign.
Available now to retailers nationwide, the new flavors include Espresso, Fiery and Salty & Sweet. Each bar is made with peanuts, caramel, milk chocolate and an infusion of either espresso, chili pepper or salt. Each flavor is intended to correspond to the hunger symptom on its packaging: irritable for Espresso, wimpy for Fiery and indecisive for Salty & Sweet.
As part of the campaign, Snickers will open a pop-up store, called the Hunger Bunker, in New York on June 19. It will feature escape room-style challenges related to each of the three new flavors. The challenges focus on one question: Which intense flavor is needed to survive intense hunger? Once the challenges are completed, participants will receive a “flavor diagnosis” that identifies which flavor they ultimately need to fight their hunger.
“Our fans have adventurous tastes and are craving new flavors and experiences,” said Michael Italia, senior brand manager for Snickers. “We feel the Snickers Hunger Bunker is a unique way to highlight the intensity of our new flavors and give our fans a satisfying experience.”
Snickers will also launch a new marketing campaign alongside the new flavors. Besides the Hunger Bunker, this will feature in-store promotions; TV, print and online video advertisements; and an in-app biometrics experience with Spotify and Coffee Labs.
McLean, Va.-based Mars Inc. is a global manufacturer with more than $35 billion in sales. Besides Snickers, its brands include M&M’s, Dove, Milky Way, Twix, Doublemint, Skittles and Orbit.