Snickers Created a ‘Hunger Bunker’ Escape Room to Launch Three New Candy Bar Flavors

Introducing sweet and salty, fiery and espresso

The Snickers Hunger Bunker unveiled their three new flavors: sweet and salty, fiery and espresso. Raquel Beauchamp for Adweek
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If you haven’t heard the news yet, Snickers just started to roll out three new “Intense” flavors—sweet and salty, fiery and espresso—to satisfy all of your hunger pangs. In honor of the trifecta of limited edition Snickers flavors hitting shelves, the brand created a unique pop-up experience for one day only in New York City.

Modeled after the popular escape the room craze where participants are “locked” in a room for a set period of time and asked to solve puzzles to break out of said room, Snickers created its own Hunger Bunker for hungry fans.

Inside the bunker, participants were asked to solve three challenges in 10 minutes. Each challenge tied back to one of the new flavors. Fail to complete one of the tasks or take too long on one? The task that had you stumped represents your flavor profile.

When your bunker’s (imaginary) oxygen supply begins to dwindle, those who are inside must solve a quick puzzle for the irritable/espresso challenge. The group must put a series of pipe pieces back together to get oxygen flowing again. Fail to do so and your group will be labeled irritable.

For the second challenge, those inside the bunker must answer a series of questions as a team (everyone involved has to agree on one answer). The questions are all tied back to surviving in the bunker. You can’t get any cell phone service, so do you risk going outside and getting exposed to whatever is happening outdoors or stay inside and risk boredom in exchange? If the team can’t agree on the answers, they’re labeled indecisive.

In the final, fiery challenge, participants have to repair the bunker’s “heating system” and place their hands inside some creepy boxes with lots of wires and what feels like hair to reconnect everything. Fail to complete the challenge in time and you’re labeled wimpy.

“Our fans have adventurous tastes and are craving new flavors, and experiences, from Snickers,” Michael Italia, senior brand manager for the Snickers, said in a statement. “We feel the Snickers Hunger Bunker is a unique way to highlight the intensity of our new flavors and give our fans a satisfying experience.”

The new flavors all fit nicely into the brand’s famed “You’re Not You When You’re Hungry” campaign, too. On each of the new flavors, Snickers put a different hunger symptom. Are you’re feeling irritable? Grab an espresso Snickers. Wimpy? Fire up with the fiery bar. Indecisive? Try a salty and sweet Snickers.

See more photos below.


@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.
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