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Mars begins global Snickers campaign

Candy company Mars has begun a new international advertising campaign for its Snickers brand featuring Brazilian soccer player Ronaldo Luís Nazário de Lima. The initiative began last week with an online video depicting the Ronaldo in the stands at a game cheering for a rival team. When the crowd notices, he eats a Snickers bar and resumes supporting his home team. The ad uses the copy, "You get confused when you're hungry."

The campaign will run through July in approximately 50 countries in the Americas, Europe, Asia and Africa. The effort includes a contest component making use of codes on specially-marked packages. The campaign was developed by AlmapBBDO of Sao Paulo, Brazil.

"This exciting new campaign builds on Snickers' unique sense of humor, reinforcing our global 'You're not you when you're hungry' platform," said Oduvaldo Viana, marketing director for Mars in Brazil. "This campaign brings to life one of our main objectives of bringing exclusive experiences to our consumers and showcasing why Snickers is one of the world's most beloved brands. More than 50 lucky Snickers fans will have the unforgettable opportunity to meet Ronaldo in-person."

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