after five years with a £3.5 million TV ad campaign.
The ad features Mr T from
The A- Team in a bid
tempt men wanting a "tough and manly snack".
Andrea Taylor, Masterfoods trade relations manager, said: "Mr T is a truly iconic personality and is the perfect person to bring a humorous and tough edge to our campaign."
To strengthen the "man fuel" brand message, the brand is also
the summer blockbuster Die Hard 4 . Consumer PR, radio and online activity will run alongside the film's release on July 6. An on-pack promotion giving away eight trips to New York and 2,000 "action experiences" will also appear on
more than 70 million packs of Snickers, Mars and Twix bars.
"This campaign is big news for Snickers and we are confident that the cumulative effect o f the TV advertising, the sponsorship and the on-pack activity will significantly increase consumer demand," Taylor added.