Snickers campaign began with the power of peanuts

Snickers' 2010 "You are not you when you are hungry" campaign began by focusing on the candy bar's peanuts and ended up aiding in Betty White's comeback and elevating Snickers into a $1 billion brand in the U.S., Mars Chocolate North America President Debra Sandler said. "Peanut power was always at the heart of the brand," Sandler said, adding that the campaign gave Snickers an emotional appeal and cast the brand as "the bar of substance that sorts you out."

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