In China, Snickers has brought to life a new version of the ‘hunger killing’ global positioning for the Rio Olympics. The new Snickers features seven parodical messages such as ‘all 100 shots missed the mark’ (百发不中) and ‘slippery hand’ (黄油手）.
“Slippery hands’ and ‘missing the mark’
The main message is hunger makes you the laughing stock in the sporting area. If you are competing in the rifle event and are feeling hungry, all your shots would have missed the mark.
If you are the goalkeeper, hunger would make you fail to prevent all the balls from becoming a goal for the opponent. At the end, you will be known as ‘buttery hand’ or ‘slippery hand’ (黄油手)
Other five parodical messages
The other 5 messages include ‘giving away points’ (送分童子), ‘own mistake’ (送乌龙) and ‘soft-legged crab’ (软脚蟹), which literary means namby-pamby, a person who is spineless without much determination.
Defeat your hunger, kick-ass in sports
You can kill hunger and reverse this unlucky situation by consuming Snickers, which can give you the extra energy boost.
Strong localised ‘Kill hunger’ message
Snickers’ ‘kill hunger’ message is strong and is adaptable for different situation. In early 2016, Snickers collaborated with TFBoys, a popular teenage pop band, to address the lack of energy during examination. The key message was Snickers could help you stay alert and get rid of all the things that affected your study preparation including ‘avatar devil’ (阿烦达) that made you felt ‘frustrated’ （烦).
The localised ‘hunger killing’ message has helped Snickers to resonate with Chinese consumers in areas that mattered the most including examination and staying in peak performance. This effective communication ensured success for Snickers in China.