Snickers Launches I-Voice, The Most Unhelpful Search Engine Ever

Mars Chocolate has brought the SNICKERS “You’re Not You When You’re Hungry” campaign to life in another new and innovative way by creating i-Voice, a bespoke voice search service that demonstrates what happens when a voice search engine is off its game.

i-Voice, which launches this week, is based on the mobile voice-activated personal assistants we’ve all come to rely on, but with a twist; rather than providing an obedient and helpful response, it is sarcastic, bored and unhelpful. From the weather and sport to twerking and couscous, i-Voice has an unhelpful and unexpected answer for everything, and it’s only when SNICKERS is added to the mix that it returns to its normal, helpful and polite self.

Working with developers, MediaMonks and AMV BBDO, SNICKERS created the bespoke voice recognition tool, recording questions and answers for the most commonly asked questions on the Internet. i-Voice is available on desktop and mobile but comes with a warning from SNICKERS - don’t ask it about Rockhopper Penguins.

Matt Boulter, SNICKERS UK Brand Director, comments: “Following on from our "You’re Not You When You’re Hungry” YouTube campaign, this next phase sees the SNICKERS effect going one step further and directly onto consumers' smart phones and desktops through the i-Voice site. With the use of voice recognition technology growing in popularity, we're tapping into this trend to really drive interaction with the brand and encourage consumers to have some fun.”