Snickers launches grumpy version of Siri called 'iVoice'

Snickers now has its own, ill-tempered, voice assistant in an innovative twist on its 'You're Not You When You're Hungry' campaign.

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The hangry iVoice refuses to give straight answers to simple questions such as 'what is the weather' or 'what is a Rockhopper Penguin'.

Asking the browser to look up Cadbury chocolate brings back a definition for 'sincerity'. Annoying iVoice with too many questions results in the voice assistant simply showing search results for Snickers.

iVoice is available at lookforyourown.info on desktop and mobile, and looks much like the Google homepage. The page also features a number of disclaimers flagging iVoice as an ad.

Matt Boulter, UK brand director for the chocolate brand, said: "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."

Brand: Snickers (Mars UK)

Agency: AMV BBDO


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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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