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“You’re Not You When You’re Hungry
- “You’re Not You When You’re Hungry” (2010): One of Snickers’ most famous slogans, this campaign featured humorous ads where individuals transformed into celebrities and sports figures after eating a Snickers, highlighting how hunger can change one’s personality.
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.
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Mar 31, 2016 · In 2010, Snickers unveiled its “You’re Not You When You’re Hungry” campaign during Super Bowl XLIV with a spot starring Betty White. Six years later, the campaign is still running...
- 4 min
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.
- The Insight
- The Message
- Why It Worked
A simple insight into the male psyche fuelled the original campaign: Unveiled through qualitative researchinto the brand’s target audiences, not only was this insight consistent across regions, it could be distilled into a broader universal truth: “When you’re hungry, you’re just not yourself. And, when you’re not yourself, it has a real impact on ...
Tapping into the same universal truth that earned the brand international fame, the new ads hover around two taglines: “You overreact when you’re hungry,” and “Hunger leads to uncomfortable situations”. Keeping it consistent in style, one message prevails: Snickers is the go-to solution for fast-acting hunger relief. Reach for one to keep your dign...
Snickers is a brand that knows the true value of consumer insight. Proving just how impactful a single insight into your audience can be once leveraged in the right way, the ongoing campaign is not only setting global standards, it’s consistently hitting home. Snickers lives and breathes its authentic, consumer-centric brand message, continuously p...
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.
You're not you when you're hungry - Key takeaways. The Snickers campaign idea was to convince people that they are not themselves when hungry and are not acting as they should in a specific group. The ad solution for this problem is to eat a Snickers bar, ensuring you can be yourself and be part of that group.
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. The Snickers brand has always targeted male 18 to 49.
