{"id":456,"date":"2008-07-21T02:35:36","date_gmt":"2008-07-21T09:35:36","guid":{"rendered":"http:\/\/responsiblemarketing.com\/blog\/?p=456"},"modified":"2025-07-22T14:20:33","modified_gmt":"2025-07-22T21:20:33","slug":"responsible-or-not-get-some-nuts-with-snickers","status":"publish","type":"post","link":"https:\/\/www.outsourcemarketing.com\/blog\/responsible-or-not-get-some-nuts-with-snickers\/","title":{"rendered":"Responsible or not? \u201cGet Some Nuts\u201d with Snickers"},"content":{"rendered":"<p>As the best selling candy bar of all time with annual sales of over $2 billion, <a href=\"http:\/\/en.wikipedia.org\/wiki\/Snickers\">Snickers<\/a> has nothing to prove.<\/p>\n<p>The Mars family introduced the brand in 1929 or 1930, depending upon which source you believe. Either way, Snickers is pushing 80&#8212;but you\u2019d never know it by its advertising.<\/p>\n<p>To reach their target audience of young men, Snickers has pushed the boundaries of taste over the last few years. The following ad created quite a hubbub:<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/y1hxfrjdyPc\" width=\"480\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Wikipedia describes the controversy well:<\/p>\n<blockquote><p>On February 4, 2007, during Super Bowl XLI, Snickers commercials aired which resulted in complaints by gay and lesbian groups against the maker of the candy bar, Masterfoods USA of Hackettstown, New Jersey, a division of Mars, Incorporated. The commercial, which had four alternate endings, showed a pair of auto mechanics accidentally touching lips while sharing a Snickers bar. Realizing that they \u201caccidentally kissed\u201d, they, in three of the four versions, \u201cdo something manly\u201d (mostly in the form of injury, including tearing out chest hair, striking each other with a very large pipe wrench, and drinking motor oil and windshield washer fluid). In the fourth version, a third mechanic shows up and asks if there is \u201croom for three in this Love Boat\u201d.<\/p>\n<p>The website for the commercials, since taken down, also featured Super Bowl players viewing the commercials and reacting with disgust to the \u201ckiss\u201d. The website said that the commercials would be aired during the upcoming Daytona 500. Complaints were lodged against Masterfoods that the ads were homophobic.<\/p><\/blockquote>\n<p>I doubt the ad would have fared well here on The Responsible Marketing Blog, but to Masterfoods&#8217; credit, they didn\u2019t crawl into their chocolate-covered shell.<\/p>\n<p>Who can forget the Snickers Dark Bar Viking:<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/wcy-ZgWXDVM\" width=\"480\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Sure, he\u2019s trashing someone\u2019s car (not particularly responsible), but it\u2019s impossible to take your eyes off of it, nonetheless.<\/p>\n<p>Now, Snickers has introduced \u201cGet Some Nuts.\u201d Check out the following ads:<\/p>\n<p><object width=\"425\" height=\"344\"><param name=\"movie\" value=\"https:\/\/www.youtube.com\/v\/DvpKouRTCx0&amp;hl=en&amp;fs=1\" \/><param name=\"allowFullScreen\" value=\"true\" \/><embed src=\"https:\/\/www.youtube.com\/v\/DvpKouRTCx0&amp;hl=en&amp;fs=1\" type=\"application\/x-shockwave-flash\" allowfullscreen=\"allowfullscreen\" width=\"425\" height=\"344\" \/><\/object><br \/>\n<small><a href=\"http:\/\/youtube.com\/watch?v=DvpKouRTCx0\">View the video on YouTube<\/a><\/small><\/p>\n<p><object width=\"425\" height=\"344\"><param name=\"movie\" value=\"https:\/\/www.youtube.com\/v\/NySN_plfiNI&amp;hl=en&amp;fs=1\" \/><param name=\"allowFullScreen\" value=\"true\" \/><embed src=\"https:\/\/www.youtube.com\/v\/NySN_plfiNI&amp;hl=en&amp;fs=1\" type=\"application\/x-shockwave-flash\" allowfullscreen=\"allowfullscreen\" width=\"425\" height=\"344\" \/><\/object><br \/>\n<small><a href=\"http:\/\/youtube.com\/watch?v=NySN_plfiNI\">View the video on YouTube<\/a><\/small><\/p>\n<p>The site includes Mr. T ringtones, videos, wallpaper and the code to embed the following widget on most social sites and blogs:<\/p>\n<p>As the leader, Snickers could lay low and play it safe. They deserve credit for not doing that.<\/p>\n<p>Sure, \u201cGet Some Nuts\u201d is sophomoric, and it would be hard to call it message responsible: The homophobic overtone of the speedwalker ad can&#8217;t be missed.<\/p>\n<p>But it certainly breaks through, doesn\u2019t it?<\/p>\n<p>Would you consider this campaign responsible or not?<\/p>\n<p>Comment below to weigh in.<\/p>\n<p><center><strong>. . . <\/strong><\/center><strong>UPDATE<\/strong><\/p>\n<p>Effective July 24, <a href=\"http:\/\/adage.com\/article?article_id=129892\">Mars pulled speedwalker ad<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As the best selling candy bar of all time with annual sales of over $2&#8230;<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2918],"tags":[1247],"class_list":{"0":"post-456","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-responsible-marketing","7":"tag-responsible-marketing"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Ethical Advertising Lessons from Snickers Campaigns<\/title>\n<meta name=\"description\" content=\"Discover the intersection of Responsible Marketing and Snickers&#039; creative campaigns that spark conversation and interest.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.outsourcemarketing.com\/blog\/responsible-or-not-get-some-nuts-with-snickers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Responsible or not? \u201cGet Some Nuts\u201d with Snickers\" \/>\n<meta property=\"og:description\" content=\"As the best selling candy bar of all time with annual sales of over $2 billion, Snickers has nothing to prove. The Mars family introduced the brand in\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.outsourcemarketing.com\/blog\/responsible-or-not-get-some-nuts-with-snickers\/\" \/>\n<meta property=\"og:site_name\" content=\"Outsource Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/outsourcemarketing\" \/>\n<meta property=\"article:published_time\" content=\"2008-07-21T09:35:36+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-22T21:20:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.outsourcemarketing.com\/wp-content\/uploads\/IMG_9369.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2445\" \/>\n\t<meta property=\"og:image:height\" content=\"977\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Patrick Byers\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@outmark\" \/>\n<meta name=\"twitter:site\" content=\"@outmark\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Patrick Byers\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.outsourcemarketing.com\/blog\/responsible-or-not-get-some-nuts-with-snickers\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.outsourcemarketing.com\/blog\/responsible-or-not-get-some-nuts-with-snickers\/\"},\"author\":{\"name\":\"Patrick Byers\",\"@id\":\"https:\/\/www.outsourcemarketing.com\/#\/schema\/person\/f2deb41e52802d7a5b7080fc0a7d5f9f\"},\"headline\":\"Responsible or not? 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