Snickers coined words for hunger's new combined symptoms to launch its Crisper bar

Launch SNICKERS Crisper, the first Snickers bar under 200 calories per serving, while keeping the brand's hunger-satisfaction platform fresh.

Coin made-up words for hunger's combined symptoms — Bloopy, Confoolish, Dimpatient — and let the multi-texture Crisper bar be the cure

Two 30-second spots by BBDO New York debuted during NBC's 2016 Golden Globes telecast on January 10, with social GIFs and live tweeting, backed by in-store displays and promotions. Trevor Shephard directed for Smith and Jones.

No public sales figures in the source; the campaign stretched the hunger-symptom platform onto a product launch, with the invented symptom words giving the bar's texture story its punchline.

Snickers has spent years on one idea: hunger turns you into someone else. For the 2016 launch of SNICKERS Crisper — crisped rice and peanuts under caramel and milk chocolate, the first Snickers under 200 calories per serving — BBDO New York pushed the platform a step further: hunger keeps creating new problems, often combining several symptoms at once.

The work gave those combinations names. Ever felt Bloopy, Confoolish or Dimpatient? The invented symptom words did double duty: they kept the brand's transformation gag alive and described the product — multiple textures answering multiple symptoms, crispy satisfaction as the cure.

The launch was fully integrated: two 30-second spots debuted during NBC's Golden Globes telecast on January 10, 2016, amplified with social GIFs and live tweeting, plus in-store displays and promotions. Brand director Allison Miazga-Bedrick framed the logic plainly — a new snacking option with a combination of textures called for a campaign about combinations of hunger symptoms.

The invented words are a ownable mechanic: each new symptom combination is a new joke the platform can keep minting, unlike a one-off celebrity transformation.

The product truth and the joke are the same fact — multiple textures, multiple symptoms — so the campaign explains the bar instead of decorating it.

Debuting at the Golden Globes with live tweeting put the symptom words where they could be played with in real time, not just watched.

A brand platform stretches to a product launch when the product's own difference — here, multiple textures — is folded into the platform's joke as combined symptoms.

The campaign rolled out across US advertising, in-store displays and promotions through 2016. The source discloses no sales results; Crisper's launch stands as the moment Snickers' symptom vocabulary expanded from single transformations to combinations.