Snickers tackles 'awkward' sponsorship of both England and Scotland

07 Jun 2021

By: Sport Industry Group

Ahead of UEFA EURO 2020, which kicks off this month, Mars Wrigley UK has unveiled a new SNICKERS ad campaign showcasing the brand’s ‘awkward’ sponsorship of both England and Scotland.

The BOTHLANDS campaign, which SNICKERS says is ‘#OfficiallyAwkward’, tackles head on the ‘uncomfortable predicament’ the chocolate brand finds itself in by sponsoring both sides of the old rivalry. 
 
The campaign also ‘parodies the tropes of sponsor advertising around major international tournaments’ by making stars from both teams line up side by side in front of a heavily branded backdrop.
 
The film, created in partnership with Octagon, was directed by acclaimed director Glenn Kitson – who is half English and half Scottish.