To keep the Snickers brand top of mind and connect with our core audience's interests and passions, we partnered with the Toronto Raptors to be the team's official chocolate bar. This gave us opportunities to express the brand in-arena at every game and on every television broadcast.

We worked with Toronto Raptor Cory Joseph as our brand spokesperson but this posed an interesting challenge for the brand. The formula of Snickers television spots relied on a well-known celebrity to help convey the memorable brand line "you're not you when you're hungry." As Joseph wasn't exactly a household name, we re-worked the brand formula to create a memorable TV spot.

The Raptors' winning season gave us a great opportunity to talk to fans during the playoff season, but not everyone believed in the team's ability. We designed custom packaging to talk to the haters.