Don't AI when you're hungry

SNICKERS LAUNCHES MISSPROMPTING CAMPAIGN: "DON'T AI WHEN YOU'RE HUNGRY" 
Campaign by T&P Powered By Mirum, a VML agency, features images created by generative artificial intelligence from the typing errors of confused users

SNICKERS® launches the Missprompting campaign and for the first time uses artificial intelligence in Brazil to reinforce - in a fun and innovative way - the brand's global concept: you are not you when you're hungry. The campaign "Don't AI when you're hungry" presents images generated by artificial intelligence, after receiving prompts with errors from a "hunger-confused" user. The result? Fun and surreal images. 

"With its innovative essence, SNICKERS® is constantly looking for ways to take its global concept to new heights. With that in mind, with the growing integration of artificial intelligence platforms in Brazil and around the world, we brought this new campaign. Brazil is the 4th country that uses AI the most and we took this into account in the development of the idea, bringing our brand to a context that continues to rise," highlights Denise Door, CMO of Mars Wrigley in Brazil. 

The prompt - or command - is a textual instruction that the user provides for artificial intelligence to generate an action. In the campaign, SNICKERS® shows how a confused user makes typing errors, using pairs of words that have almost identical spelling and writing, but different meanings, generating humorous images, like “a man eating ‘sneakers’ on the street” (in reference to the brand’s name), “a camel walking through the ‘dessert’” (instead of desert), “two human ‘beans’ walking on Mars” (instead of human beings).

A new chapter about the real feeling of being confused when you're hungry is the main highlight of the campaign. "Brands focus on artificial intelligence tools; however, no one has yet explored the interaction of the user with this technology. And this creative, funny and unusual look is a trademark of SNICKERS®", evaluates Gustavo Varandas, Marketing Manager of SNICKERS®. 

Exploring new creation formats and engaging with consumers were some of the strategic challenges of the brand and T&P powered by Mirum. "Snickers talks about the effects of hunger on people's behavior. And this moment of broad debate about the use of generative artificial intelligence is the perfect opportunity to show how your prompts can also be affected. With the usual good humor that surrounds the brand's communication, of course", says Filipe Matiazi, creative director of T&P.