Snickers rolls out ‘Don’t Drive Hungry’ campaign in PH


Whether we like it or not, bad traffic is bundled with the package of living in Metro Manila. That is why no one was surprised when global navigation app Waze released a study that declares the metro as among the cities “having the worst traffic on Earth.”

Moreover, in the same study’s “Driver Satisfaction Index,” the Philippines garnered a score of 3.9—on a scale of 10 being “satisfactory” and 1 being “miserable.”

So how long does it take for motorists to drive from home to office on a regular weekday? A survey for commuting in the metro reveals that the average duration is about 45.5 minutes. But of course, that depends on distance (logically, it takes much longer to drive between two distant locations). Most motorists complain of unnecessarily longer travel time especially during rush hours in the morning and afternoon.

Anyone may agree that there is worse than driving during the daily bad traffic hours. And that would be driving while hungry. When motorists get hungry on the road, their mood and focus becomes affected, leading to driving with greater risks.

Snickers is all about satisfying those hunger moments because we recognize that you aren’t you when you’re hungry,” says Fui Ching Phua, Southeast Asia Marketing Manager of MARS, manufacturer of the popular chocolate bar. “Given the traffic situation in the Philippines, hunger can make drivers do crazy things.”

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Snickers recently launched a new campaign to help remind motorists to never let hunger get in the way of their driving. On April 23, the brand gave away free temporary Don’t Drive Hungry license plates and car stickers—its own way of conveying the message to drive safely by not driving hungry.

Around 500 new vehicles were issued free temporary license plates on the spot at the Capitol Commons Carpark in Pasig City during the daylong event. Snickers also invites all motorists to support the Don’t Drive Hungry campaign by posting their own driving experiences on their social media accounts using the hashtag #dontdrivehungry.

That was the first time Snickers conducted such an activity. “We’re considering the possibility of replicating this successful initiative in other countries,” Fui Ching Pua said.


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