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Case study: How fame made Snickers' 'You're not you when you're hungry' campaign a success. James Miller, global head of strategy for Mars at BBDO, explains how fame has been a key driver in making Snickers' six-year global campaign so effective.
Jan 4, 2024 · The campaign’s core message is deceptively simple yet remarkably effective: “You’re not you when you’re hungry.” This succinct line captures the frustration and amusement surrounding unexpected personality changes caused by hunger, instantly connecting with audiences on a personal level.
Feb 13, 2023 · The Snickers “You’re Not You When You’re Hungry” slogan has been an integral part of the brand’s identity since it was first introduced in 2008. The slogan communicates the idea that when a person is hungry, they are not themselves and need a Snickers bar to help them get back to their normal state.
Dec 18, 2019 · Snickers is returning to the Super Bowl to celebrate the 10th anniversary of the candy bar’s “You’re Not You When You’re Hungry” campaign, after sitting out last season.
Feb 21, 2022 · What sprouted from these ambitions was “You’re Not You When You’re Hungry.” This idea is a universal human truth everyone can relate to. It tells a story – there are universal aspects of hunger (crankiness, weakness, anger) and when you’re hungry, you can’t be part of the “pack.”
Apr 22, 2024 · The new “Hungry Skies” campaign is part of a broader effort to recruit millions of consumers to the iconic Mars chocolate portfolio and shows SNICKERS as an essential travel snack that provides total satisfaction in hilarious, and perhaps all-too-relatable travel situations.
Sep 23, 2015 · In 2009, when snickers experienced a decline in their household penetration and volumes sale, Mars, Inc. decided to create an awareness campaign. The “You’re Not You When You’re Hungry” campaign was created by BBDO New York to promote Snickers.
