Snickers Appoints Wu Lei as Chief Hunger Resistance Officer in China
In a bid to reposition itself as a solution for everyday hunger, Snickers China has appointed popular actor Wu Lei as its brand ambassador, conferring upon him the unique title of "Chief Hunger Resistance Officer." This move is part of a significant marketing initiative launched around July 2025, leveraging the concept of "anti-hunger new energy" to promote Snickers as an indispensable snack for overcoming daily hunger pangs.
27 July 2025
Wu Lei, known for his energetic persona, is seen as a perfect fit for this concept. The campaign aims to portray Snickers as an "everyday anti-hunger partner" that helps people navigate "small hunger moments" in their daily lives, a message that resonates with a broad audience. The appointment of Wu Lei and the creative title bestowed upon him have generated significant buzz among his fans and the general public.
The campaign's engaging content, such as "Wu Lei's Hungry-Gotta-Eat Diary" vlogs, showcases the actor in everyday situations where he experiences hunger and consumes Snickers, making the brand more relatable and memorable. Snickers has also produced a series of promotional posts and hashtags, including "#吴磊出任首席扛饿官#" and "#吴磊士力架代言人#", encouraging fan interaction and sharing on platforms like Weibo and Douyin.
An "Anti-Hunger New Energy Press Conference" was announced, with a live stream link and promises of "massive peripheral benefits" for fans, further amplifying the trend. The initial announcement and press conference generated excitement and anticipation among Wu Lei's fans, who see his new role as a perfect match for his energetic persona.
Comments on Weibo posts suggest that Wu Lei's image is highly compatible with the brand's message of combating hunger and providing energy. Fans expressed their enthusiasm for the official announcement and related activities, calling it "thrilling" and a perfect match for his energetic persona. However, a comprehensive sentiment analysis of the broader public reaction beyond the direct fan base reacting to the initial announcement could not be performed with the current data.
The campaign's focus on social media activation, engaging content, and relatable messaging has made it a trending topic. By positioning Snickers as a solution for everyday hunger and leveraging Wu Lei's energetic image, the brand aims to make a lasting impression on its target audience. As the campaign continues to unfold, it will be interesting to see how the public responds to this new initiative and whether it translates into increased brand loyalty and sales for Snickers.
