Snickers’ Don’t Drive Hungry Initiative

When drivers get hungry, they end up doing crazy things on the road. So Snickers reminded people not to let hunger get in the way of their driving as they launched the Don’t Drive Hungry Initiative in April 23, 2016.

Together with BBDO Guerrero, Concept in Action (CIA) and Comco Southeast Asia, Snickers kicked off the initiative by giving away free temporary Don’t Drive Hungry license plates at the Capital Commons Carpark –these temporary plates were not only LTO compliant but they’re also great reminders of the brand’s message to drive safe by not driving hungry.

Top influencers were engaged, motoring and lifestyle media covered the activation generating media values that exceeded targets.

Snickers’ Don’t Drive Hungry project won the following:

  • Spikes Asia 2017: Finalist in Best Use of Ambient Media for Snickers Don’t Drive Hungry Campaign – License Plate Execution
  • Kidlat Awards 2017: Silver for Promo and Activation for Snickers Don’t Drive Hungry Campaign – License Plate Execution
  • Kidlat Awards 2017: Silver for Creative Use of Media for Snickers Don’t Drive Hungry Campaign – License Plate Execution