Snickers Own Goal campaign with Luka Modrić and Bukayo Saka kicks off

Mars Wrigley has today announced a major new European-wide campaign for its Snickers brand starring footballers, Bukayo Saka and Luka Modrić.

Landing on March 24 ahead of this summer’s international tournament, Snickers Own Goal features a playful new cinematic TV ad to help football fans steer clear of embarrassing “own goals”.

Set in a barbershop, the 20-second spot sees a fan leap up to celebrate a goal on TV, causing the barber to shear off a strip of his hair.

Enter the barbershop’s newest recruits, Modrić and Saka, who present the fan with a Snickers bar as the perfect quick fix for his humorous self-inflicted mistake. The campaign tagline then fills the screen: Own goal? Maybe you just need a Snickers.

The involvement of both footballers will extend beyond TV into out-of-home, digital, social media, PR and in-store where they will rate everyday own goals from one to 10 and encourage the nation to do so, driving Snickers to be the #1 UK confectionery brand associated with football.

“By engaging both dedicated and casual football fans, Snickers Own Goal will hero Snickers as the snack to have while supporting,” said Greg Kent, Snickers Regional Brand Director at Mars Wrigley. “This will help build long-term momentum and credibility for the brand ahead of a big summer of football.

“From double booking on match day to leaving a game early and missing a comeback, we know fans don’t always get it right. That’s why we’re highlighting the nation’s ‘own goals’, encouraging fans to laugh at their blunders, and positioning Snickers as a tasty treat to help sort them out in these relatable moments.

“We’re celebrating that sense of global community in football and authentically positioning the brand at the centre of the conversation. Capitalising on key cultural moments and global talent, this campaign will resonate with all football fans and live beyond 2024 to achieve longevity for Snickers and its association with the sport.”

Snickers Own Goal builds on the success of “Rookie Mistakes”, a campaign created by the leading confectionary brand for the National Football League (NFL) in the US, and has been tailored to ensure relevance with football fans in Europe, the Middle East and Africa.

“I´ve really enjoyed working with Snickers,” said Luka Modrić. “It’s been fun to rate some of the funniest football mistakes – mistakes happen and anybody can score an own goal, sometimes you just need some help to get back on your game.”

Bukayo Saka added: “We’ve all had embarrassing ‘own goals’ off the pitch, and football is nothing without our supporters, but getting your haircut during your team’s game is a solid 10 on the scale. I’ve enjoyed acting alongside Luka, thanks to the Snickers team for making this happen!”