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.
Channel-Takeover Branding Stunts
Snickers Took Over the British Television Channel 'Dave'
Trend Themes
1. Channel-takeover Branding - The trend of companies taking over channels to create impactful branding experiences.
2. Real-time Personalization - Brands are capturing audience attention with timely personalized experiences.
3. Humorous Advertising - Brands are using comedy to create memorable advertising campaigns.
Industry Implications
1. Television Broadcasting - Television broadcasters can leverage the trend of channel-takeover branding as a way to create novel and engaging programming.
2. Marketing and Advertising - Professionals in marketing and advertising can explore real-time personalization to deliver unique experiences that connect with consumers.
3. Confectionery - The confectionery industry can use humorous advertising to stand out in a crowded market and create lasting memories for consumers.