Or once again about why marketing is a destructive field.
Today I'll tell you, dear readers, about how Snickers bars came to Russia in 1991 and marketers came with them.
When I was born, within a few months Russia became a democratic and sunny state, and unprecedented goods came to our then-banana federation: cola, snickers, jeans etc. All of this quickly became a symbol of the new generation, and where there's something new, there are marketers. And where there are marketers - there are fuckups.
Snickers bars started being sold as bars for those who want to grab a bite. In short, for dudes who have their serious business, don't have much time and need a quick energy boost. And most importantly - instead of hateful soup, that is, in the commercial we could hear that Snickers is instead of lunch, Ivan.
As you probably know, we had quite a lot of time back then, but not much money. So Snickers at the beginning became such a delicacy that children got for good behavior. But only after the hateful soup.
It's clear that kids don't give a damn about calories. Marketers quickly understood all this in seven years and in 1998 launched a new ad, where Snickers is primarily a sweet and tasty bar. And this was a bit stupid, because a bunch of schoolkids (including me) ate these snickers every day not instead of lunch, but together with it.
Over time it turned out that schoolkids don't want oversweetened bars anymore. By that time they were around twenty and slowly started going to the gym. So today Snickers is again an "energy bar".
The lesson? None, don't eat a lot of sweets and don't forget that marketing is a science for pussies.