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.