Candy company Snickers took over the British television channel 'Dave' in a marketing effort which highlight's the brand's on-going slogan, "You're not you when you're hungry."
'Dave,' a popular television channel that features action-focused content and live sports, silently changed its name to 'Rupert' at the same time, everyday. At exactly 3:28, a time that research suggests is the "hungriest" time of the day, the channel began functioning under the name 'Rupert,' deviating from its planned programming, and streaming off-brand shows, like chess tournaments, film noir, or art appraisals.
The campaign, which humorously explores the consequences of getting hungry, reverts to its normal programming after a Snickers bar, and the tagline, "You're not you when you're hungry," is stamped across the screen.
Why This Trend Is Growing
- Channel-takeover Branding
- The trend of companies taking over channels to create impactful branding experiences.
- Real-time Personalization
- Brands are capturing audience attention with timely personalized experiences.
- Humorous Advertising
- Brands are using comedy to create memorable advertising campaigns.
Industries Being Reshaped
- Television Broadcasting
- Television broadcasters can leverage the trend of channel-takeover branding as a way to create novel and engaging programming.
- Marketing and Advertising
- Professionals in marketing and advertising can explore real-time personalization to deliver unique experiences that connect with consumers.
- Confectionery
- The confectionery industry can use humorous advertising to stand out in a crowded market and create lasting memories for consumers.
