Our social listening has identified that in Brazil, 1 in every 5 mentions of the SNICKERS brand is incorrectly typed as SNEAKERS instead of SNICKERS. With this information in hand, we created a briefing that would address this confusion among our consumers and reinforce the brand's global and local positioning: ""you get confused when you're hungry.""

In the creative process of the campaign, consulting artificial intelligence text generation tools, we identified that, like this word confusion error, other mistakes are common during prompt writing. We understand that these errors may somehow be associated with hunger. And thus was born the concept of "missprompting".

SNICKERS campaigns are globally known for exploring the confusion caused by hunger. This time, the confusion went further and reached Artificial Intelligence. How? Through confusing prompts created by "hunger." For this, we listed the most common typing errors caused by factors like inattention and haste within AI tools—particularly due to vocal similarity and also letter proximity on the keyboard. These terms were transformed into ads with surreal images, all generated by generative AI plataforms, becoming a campaign that gains new pieces daily.

The strategy behind this campaign involves gathering data on common typing errors within AI tools due to hunger. Targeting a broad consumer demographic, including individuals and organizations, the campaign resonates with anyone who interacts with AI technology. It capitalizes on the social platform's relevance by presenting surreal AI-generated images based on confusing prompts, sparking engagement and conversation. The approach includes prompt experimentation and text generation to create visually striking content tailored to specific local contexts like skate parks and gastronomic centers. This innovative blend of data-driven insights and creative exploration aims to entertain and connect with diverse audiences, enriching the brand experience and highlighting the humor of AI quirks within the digital landscape.

All pieces were truly generated within generative artificial intelligence platforms. A work executed through prompt experimentation, combined with text generation tools, resulting in images that compose social media, vídeo and OOH pieces—with ads created exactly according to the local media context, such as skate parks, gastronomic centers, etc.

Reach of 12 million people, more than 217% increase in brand lifting, with over 20% growth in engagement with the brand compared to previous campaigns. And a complete consumption of the videos at 88%.