You’re not you when you’re hungry

With one of the most insightful taglines and a campaign that was literally built on a human truth, Snickers eight years ago, tried successfully to increase brand awareness, engagement, recognition, it’s sales and regain market share. The well-known “You’re not you when you’re hungry” campaign was intentionally launched at the Super Bowl in 2010, while millions of Americans were watching. The catchy logo was able to connect with everyone and not just adult men, which was the initial target group, while establishing brand loyalty too.

From 2007 to 2009, growth for Snickers lagged behind other global chocolate brands, both in relative and absolute terms. Snickers was growing, but losing market share. Projections showed that if it remained on the same trajectory, the brand would lose its position as the world’s leading chocolate bar.

James Miller, global head of strategy for Mars at BBDO

But what was actually the story behind the whole campaign? Well, people literally tend to act differently when they are hungry. It’s all about emotional symptoms of hunger that people can easily be identified with. In this case, the campaign included celebrities or famous personalities, such as Rowan Atkinson (aka Mr Bean) or Godzilla, who turned into different people due to their hunger.

By making a global comeback, the campaign since then has won lots of awards, including Cannes Lions, D&AD and the Emmys, as well as Snickers managed to increase global sales of Snickers by 15.9% and grew market share in 56 of the 58 markets in which it ran.

However, while James Miller states that the rationale behind the idea was to “touch” pretty much everyone, the advertisements strongly promote masculinity. Despite the fact that the ads involved a female character, most of the times it was just to downplay it. For example, the ad with Betty White was said to promote stereotypes as Betty White’s character seems to be weak. As the ad has to do with football, Snickers were said to imply who is considered suitable to be the football player: a young, energetic, dependable man that should not be weak or fragile like a women.

Indeed you’re not you when you’re hungry as no one can deny this valuable insight, but there are always two sides in every story. Snickers effectively re-introduced itself as a brand, although some people were critical about the quality and rationale behind the story. On thing is for sure, Snickers fulfill it’s purpose.

The Ogilvies: Stavroula Pollatou, Danai Lyratzi, Ioanna Thanasi, Xenia Ntavranoglou, Katerina Tsigarida