INSITE OOH Media Platform

Finding a way to draw a connection between chocolate and the biggest sporting event in the world might sound challenging, but Snickers has found just the way to make it happen. This wouldn’t be the first time Snickers has managed to connect football to its brand, as seen in their previous campaign, which featured the iconic Issam Chaouali late last year. 

Visually, the campaign remained firmly rooted in Snickers' established brand identity, ensuring that, despite the football-themed creative, the executions never lost sight of the product itself. The familiar brown and orange color palette immediately reinforced the combination of chocolate, caramel, and peanuts that the brand is known for, maintaining strong product recognition across the campaign. Football references are woven throughout the executions, with one featuring a referee's whistle accompanied by copy that playfully comments on the use of VAR. The campaign also adapts Snickers' long-standing hunger narrative to the football world, using match-day scenarios and football terminology to reinforce the idea that even supporting your team becomes harder when you're hungry. 

Snickers' latest campaign demonstrates the strength of consistency in OOH. While many brands use major sporting events as an opportunity to introduce new narratives, Snickers instead adapts a platform audiences already know, allowing the World Cup's momentum to enhance a message that remains firmly rooted in the brand's identity.

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about Snickers' regional campaigns