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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 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.”.
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
- Remember Penetration Is King
- Move from Niche Targeting to Broad Reach
- Match A Human Truth with A Brand Truth
- Drive Global Fame, Locally
- Use A ‘Success Virus’ to Spread The Campaign
- Go Truly Global
- Boost Your Brand Stretch Know-How
Mars was an early adopter of Byron Sharp’s work, focusing Snickers on penetration to attract more buyers into the brand. This meant creating a distinctive communication platform that could drive salience for Snickers, attracting new buyers and reminding lapsed buyers about the brand. The platform to work needed to enable building of distinctive bra...
Driving penetration means being salient and immediately recognisable among a broadaudience. The ambition is to achieve what Peter Field of the IPA calls ‘brand fame’: building word-of-mouth advocacy that gets the brand talked about. However, Snickers had become‘over-targeted’, using ‘blokey’ humour to focus exclusively on the niche of young men. Th...
The team carried out research to identify a ‘universal’ human truth that worked across markets and so could help build a global brand. They discovered that guys seek acceptance and membership of the “male pack‟, and that when they’re hungry, they’re not themselves and their place is the pack is threatened. This insight around male belonging was con...
Perhaps the most impressive aspect of this story is how the brand team and their agency, BBDO, exported the campaign to so many markets. Global brand campaigns really ignite when local teams not only adopt them but are inspired by them to create brilliant local executions, as we’ve seen first-hand on global strategy projects for brands like WD40 an...
As the global brand campaign proved itself in initial markets, ‘the success virus’ kicked in. Local marketing directors began to believe in the campaign and the brand as a whole: 1. 93% of felt Snickers had a real sense of momentum, versus just 43% pre-launch 2. 96% felt that ‘You’re not you when you’re hungry‘ had been “significant” in terms of dr...
Mars and BBDO have built on the success with brilliant local work and gone a step further with a truly global campaign featuring Mr Bean, which has already run in 60 countries. This delivers economies of scale but also what we call ‘economies of ideas’: pooling resources to create a campaign that is bigger, bolder and better executed than any count...
As mentioned at the start, we explore the Snickers case and many others on our brandgym Academy platform. If you’d like more info on the program, simply pop your name and email in the form below. For more on global brand management, see this earlier blog post: https://thebrandgym.com/global-brand-management-head-heart-hands/ Sources: (1) https://ww...
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.
Sep 23, 2015 · 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.
Over the past six and a half years, Snickers’ “You’re not you when you’re hungry” has won awards at every major creative gathering, including Cannes Lions, The One Show, D&AD and the Emmys. It has also scooped every major effectiveness award, including two Effectiveness Lions, an IPA gold, and global and local Effies and AME Awards.
