In 2010, Snickers, a well-established but generic peanut butter candy bar, faced the challenge of declining market share and a lack of brand differentiation in a crowded, competitive environment. Research conducted by BBDO New York, Snickers’ ad agency, revealed a fascinating universal truth: hunger can drastically alter personality, making people irritable, out of character, and even downright unpleasant. This insight became the spark for a revolutionary campaign that would transform Snickers’ brand image and sales trajectory.
Objectives:
The “You’re not you when you’re hungry” campaign set out to achieve four key objectives:
Brand Differentiation: Break through the candy bar noise and establish Snickers as the unique solution to the universal problem of “hangry” behavior.
Consumer Connection: Forge an emotional bond with audiences by tapping into the relatable and often humorous experience of personality shifts provoked by hunger.
Sales Growth: Drive a significant increase in market share and overall Snickers sales.
Cultural Impact: Create a campaign so memorable and impactful that it transcends advertising and enters the cultural lexicon.
Target Audience:
Initially, the campaign targeted young adults, primarily men aged 18-35. However, its relatable humor and universal message soon resonated with a broader demographic, encompassing women, families, and even older audiences.
Messaging:
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.
Channels:
Snickers masterfully deployed a multi-channel approach to amplify its message:
Television commercials: The heart of the campaign, iconic ads featuring humorous transformations like “Martha Snickers” and “Mr. Hangry” showcased the comedic consequences of hunger in relatable everyday situations. These ads utilized slapstick humor, witty dialogue, and celebrity cameos to ensure memorability and entertainment value.
Social media: Snickers embraced the digital world, engaging audiences through interactive content, witty tweets, and user-generated campaigns using the #YoureNotYou hashtag. This fostered a two-way conversation, amplifying the campaign’s reach and relevance.
Experiential marketing: To further solidify the “hangry” connection, Snickers launched creative stunts and interactive events in public spaces. Examples include the “Hangry Hotline” bus, offering free Snickers bars to stressed-out commuters, and pop-up “Unhangry Yourself” booths at festivals.
Partnerships: Snickers strategically partnered with other brands and celebrities to expand its reach and tap into new audiences. Collaborations with sports teams, music festivals, and popular online influencers broadened the campaign’s appeal and kept it fresh and culturally relevant.
Execution:
The success of the “You’re not you when you’re hungry” campaign can be attributed to several key execution elements:
Authenticity: The campaign’s humor is self-deprecating and relatable, avoiding preachiness and connecting with audiences on a human level. Audiences see themselves and their loved ones in the “hangry” characters, fostering trust and identification.
Humor: Witty jokes, witty banter, and slapstick gags ensure memorability and entertainment value. Laughter disarms and engages, making the campaign enjoyable and leaving a lasting impression.
Cultural relevance: Ads are constantly adapted to reflect current trends, pop culture references, and even major social events. This keeps the campaign fresh, topical, and ensures it remains relevant within the ever-evolving cultural landscape.
Consistency: Despite its adaptability, the core message, “You’re not you when you’re hungry,” remains consistent across all channels. This reinforces brand recognition and builds trust with consumers.
Outcomes:
The impact of the “You’re not you when you’re hungry” campaign has been monumental:
Sales growth:
Phase One: Hunger Pangs, Not Sales Bangs
Before the campaign, Snickers was stuck in the slow lane. Sales growth stalled behind their biggest competitor and the entire candy bar category. But then, like a sugar rush of inspiration, “You’re not you when you’re hungry” hit the scene.
Phase Two: Taking a Bite Out of the Competition
As 34 markets adopted the campaign, things got delicious. Sales growth, compared to the pre-campaign phase, skyrocketed – 3.1 times higher! Snickers finally surpassed the category average, leaving competitors scrambling for crumbs.
Phase Three: Sweet Victory, Global Domination
Two years later, with 58 markets onboard, the campaign went supernova. Snickers sales were growing at a staggering 15.9%, a massive 9.4 times higher than when the journey began. Not only were they leading the category, they were lapping the competition.
Beyond Sales: Engagement is the Secret Filling
The campaign’s impact wasn’t just about numbers on a spreadsheet. It sparked local market engagement, the secret ingredient for in-market execution and sustained growth. Eighteen months after launch, 93% of Mars marketing directors felt Snickers had real momentum, compared to just 43% before. More importantly, 96% saw the campaign as a crucial driver of success, boosting confidence in the brand by a whopping 25% points.
The Verdict: Sweet, Sweet Success
From 2010 to 2012, Snickers’ sales jumped by a staggering $376 million. They regained market share and cemented their position as the world’s top chocolate bar. The “You’re not you when you’re hungry” campaign wasn’t just a clever tagline; it was a recipe for global success, proving that sometimes, the simplest ideas can have the sweetest results.
Cultural impact: The campaign has transcended advertising to become a cultural phenomenon. “Hangry” has entered the dictionary, and the campaign’s humorous scenarios are referenced and parodied across various media forms.
Award recognition: The campaign’s effectiveness has been acknowledged and celebrated through numerous awards, including Cannes Lions and Effie Awards for its creativity, effectiveness, and cultural impact.
Key Lessons:
Snickers’ “You’re not you when you’re hungry” campaign offers valuable lessons for marketers seeking to create their own enduring successes:
- Tap into universal truths: Research consumer insights to uncover relatable experiences that resonate with a broad audience. Hunger’s impact on personality proved a goldmine for Snickers.
- Simplicity can be powerful: A concise and memorable message like “You’re not you when you’re hungry” can stick with audiences long after they see the ad.
- Humor disarms and engages: Laughter breaks down barriers and creates positive associations with your brand. Snickers’ witty humor made their message enjoyable and memorable.
- Embrace multi-channel marketing: Utilize TV, social media, experiential marketing, and partnerships to reach diverse audiences and reinforce your message across various platforms.
- Stay culturally relevant: Adapt your campaign to reflect current trends and events to maintain freshness and connect with audiences on a relatable level.
- Consistency builds trust: Maintain a consistent message and brand identity across all channels to strengthen consumer recognition and trust.
“You’re not you when you’re hungry” is more than just a catchy slogan; it’s a testament to the power of strategic marketing. By tapping into a universal truth, employing humor effectively, and adapting to the cultural landscape, Snickers crafted a campaign that has revolutionized its brand image and secured its position as a market leader. This case study serves as a valuable blueprint for businesses seeking to create campaigns that resonate deeply with audiences, achieve sustained success, and even enter the cultural lexicon.
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