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SBD/13/Sponsorships Advertising Marketing
NFL PLAYERS GET INTO THE SHOCK ZONE IN NEW SNICKERS CAMPAIGN
Published August 13, 1998
Snickers kicks off the NFL season with a series of spots supporting its $2M under-the-wrap promo, its first major football on-pack promo. The spots star Curtis Martin, Jerome Bettis, Tim Brown, Tony Siragusa and Jason Sehorn, who, along with other players, are competing for the MVP award of the "Snickers Shock Zone" game, an electronic football game. The five spots from BBDO, NY -- two 30- second, two 15-second and one 15-/30-second ad -- will run nationally from August 17 to September 20 during primetime and NFL games. The campaign culminates on September 20 with a new commercial announcing the MVP. The ads back Snickers' on-pack promo which features the names of 22 NFL players hidden under the wrappers and a $2M grand prize. Players featured on the Shock Zone wrappers are: Bettis, Brown, Siragusa, Sehorn, Brad Johnson, Mike Alstott, Joey Galloway, Herman Moore, Ben Coates, Nate Newton, Orlando Pace, Tony Boselli, Reggie White, Eric Swann, Bruce Smith, Ken Norton, Derrick Thomas, Zach Thomas, Lamar Lathon, Darrell Green, Deion Sanders and Napoleon Kaufman. The $2M grand prize wrapper features the Shock Zone MVP (Snickers).