I wrote an e-mail to Snickers on the website the other day. Today, I got a response. Apparently, the "core SNICKERS consumer" appreciates a good gay-bashing:
In response to your email regarding SNICKERS BRAND .Oh, now I understand. All of those people who complained weren't in the target market.
As with all of our SNICKERS Brand advertising, our goal was to capture the attention of our core SNICKERS consumer.
Feedback from our target consumers has been positive. In addition, many media and website commentators of this year's Super Bowl commercial line-up ranked the commercial among this year's top ten best. USA Today ranked it #9 of its top ten pick.
We know that humor is highly subjective and understand that some people may have found the ad offensive. Clearly that was not our intent. Consequently, we do not plan to continue to air the ad on television or on our SNICKERS Brand website.
Please be assured that we appreciate your feedback and value you as a consumer. We will continue to forward your comments on to our Marketing Managers.
Sincerely,
Consumer Care
Masterfoods USA
A Division of Mars, Incorporated
