There are few categories more impulse-based than candy bars.
Thanks to the 'You're Not You When You're Hungry' campaign, Snickers had carved out a decently differentiated position in the sector.
One aim of the new campaign, therefore, was to build on that. The second was to find a way for Snickers to take greater control of the impulse moment: in effect, to 'own' the behaviour immediately before the store visit, so that when they did enter they did specifically for a Snickers.
The challenge was to find a way to bring the platform to life on interactive channels.