Mr T bolsters Snickers manly image

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Masterfoods is positioning its Snickers chocolate bar as a “tough and manly” snack in a £3.5m campaign aimed at growing sales among men. The campaign will break on April 22.

The tongue-in-cheek advert, which is aimed at 16 to 44-year-old men, stars Mr T driving a tank before reaching for a Snickers and urging men to “get some nuts”.

The campaign will run across TV and on-pack and will also support its new male credentials with a partnership to support the launch of Die Hard 4, which will be released this summer.

The advert has been created by Abbot Mead Vickers.BBDO.