Media release August 12, 2012
Paul Henry Shows He Who Snickers Last, Snickers Loudest
Paul Henry’s sustained a successful media career with his acerbic wit and now his special blend of meanness will be
utilised in a New Zealand media campaign for a chocolate brand.
Henry will front the new campaign for Snickers You’re Not You When you’re Hungry a global campaign which uses celebrities known for a particular hunger trait, as a metaphor.
The popular television star will portray the hunger state ‘meanness’ and joins an impressive list of international
A-listers including; Betty White, Joe Pesci, Aretha Franklin, Liza Minnelli and Joan Collins who have featured in
commercials in more than 56 markets.
Henry says he’s thrilled to be involved in the campaign which celebrates what he believes is one of his most endearing
traits.
“I am excited to be involved in something which essentially just allows me to be myself. I’m glad to be able to show
that meanness can be fun and celebratory, and despite the old adage that it’s difficult to do, meanness really does come
easy.
“It has never bothered me that people think I’m mean, I’ve always been able to laugh at it. In many ways this campaign
is a very good representation of how I see myself,” says Henry.
“I think it’s great to see a company recognising human characteristics and putting them under the spotlight for us to
have a bit of fun with,” he says.
The new TVC which launches on August 25th during ad breaks for the Bledisloe Cup is a piece of entertainment in itself
says Henry.
“It’s lovely to be involved in a bit of theatre where people aren’t taking themselves too seriously. I have enjoyed
featuring in a campaign that started starring Betty White. It’s something of an honour.”
Snickers marketing manager Andrea Aguilar says the campaign was developed behind the universal insight that hunger makes
a person weak and behave differently ultimately affecting the people around us and the way we perform.
The campaign she says, adopts a typically light-hearted tone of voice to appeal to the core brand consumers and that
Paul Henry was a natural choice to bring the campaign to life.
“What the commercial is trying to convey is that hunger can drastically change your personality. It’s saying that when
you’re hungry you’re not on your game and that Snickers is the bar of substance that sorts you out,” says Aguilar.
Snickers is one of the world’s biggest selling chocolate bars and one of the top selling bars in New Zealand.
The 2012 integrated global campaign will incorporate TV advertising, PR and digital activity.
About Mars, Incorporated
Mars, Incorporated is a private, family-owned company founded in 1911 and employing more than 65,000 associates at over
230 sites, including 135 factories, in 68 countries worldwide. Headquartered in McLean, Virginia, U.S.A., Mars,
Incorporated is one of the world’s largest food companies, generating global revenues of more than $30 billion annually
and operating in six business segments: Chocolate, Petcare, Wrigley Gum and Confections, Food, Drinks, and
Symbioscience. Mars, Incorporated is one of New Zealand’s leading consumer brands companies, with more than 2,200
associates, 12 sites and over 35 well-loved brands, including:
Mars Petcare – ADVANCE®, CATSAN®, CHUM®, DINE®, EXELPET®, GOLDEN COB®, GOOD-O®, GREENIES®, HARMONY®, KIT-E-KAT®, MY
DOG®, OPTIMUM®, NUTRO®, PEDIGREE®, ROYAL CANIN®, SCHMACKOS®, TRILL® and WHISKAS®
Mars Chocolate – BOUNTY®, DOVE®, MALTESERS®, M’S®, MARS®, PODS®, MILKY WAY®, Snickers® and TWIX®
Wrigley – EXTRA®, 5®, AIRWAVES®, HUBBA BUBBA®, P.K.®, JUICY FRUIT®, ECLIPSE®, STARBURST®, SKITTLES® and KENMAN® KANDY
Mars Food – DOLMIO®, KAN TONG®, MASTERFOODS®, PROMITE® and UNCLE BEN’S®
ENDS