Snickers: You’re Not You When You’re Hungry

Let’s face it: we all have those moments when hunger takes over, transforming us from charming companions into grumpy gremlins. Enter Snickers, the chocolate bar that swoops in to save the day, or at least our dignity. The iconic tagline “You’re not you when you’re hungry” perfectly encapsulates this sentiment and has helped Snickers become a household name. But how did this campaign turn things around for a struggling brand to keep its market share? Let's take a delicious dive into the world of Snickers and uncover the secrets behind the successful marketing strategy.

The Problem: A Decline 

From 2007 to 2009, Snickers faced a formidable challenge: sales plummeted, and the brand was losing its grip as the world’s best-selling chocolate bar. With countless alternatives on the market and no unified strategy across its various branches, Snickers was losing its identity. It became clear that the brand needed a fresh approach to capture the hearts and stomachs of snack lovers everywhere.

The Solution: A Hilarious Campaign

Enter the genius of the “You’re not you when you’re hungry” campaign, which debuted in 2009, courtesy of the advertising powerhouse BBDO. The premise was simple yet brilliant: showcase the all-too-relatable experience of becoming irritable when hungry and present Snickers as the perfect antidote. The ads feature celebrities like Betty White, Steve Buscemi, and Liza Minnelli in absurd scenarios when they’re out of place and acting unusually like Betty White tackling someone on a football field. The catch? Each character transforms back to their normal selves only after they indulge in a Snickers bar. This comedic approach resonated with audiences, showcasing how hunger can make even the most composed among us act like someone else entirely.

The Humour that Hits Home

The campaign's success lies in its ability to tap into a shared human experience: hunger-induced mood swings. By highlighting relatable situations and using humour to frame their product as a solution, Snickers captured the attention of consumers who found themselves nodding because who hasn’t turned into a hangry version of themselves? The genius behind the ads is their clever use of humour that feels both surreal and relatable. By placing recognisable faces in ludicrous scenarios, Snickers created a series of commercials that were not only memorable but also endlessly rewatchable. The formula by the transformative power of a Snickers bar made the message clear: when hunger strikes. Don’t let it turn you into someone else grab a Snickers instead!

Celebrity Endorsements: Making Hunger Relatable

Celebrities play a pivotal role in the success of Snickers’ campaign. The brand cleverly leveraged the popularity of famous figures by placing them in outrageous situations that highlighted their “hunger-induced” quirks. By using stars like Willem Dafoe in Marilyn Monroe’s iconic dress, Snickers created a buzz that captured attention and encouraged sharing across social media platforms.

One standout marketing tactic involved celebrities posting bizarre, out-of-character content on their social media accounts before revealing they were just “not themselves” due to hunger. This creative strategy reached over 26 million people and proved that a simple twist on celebrity culture could lead to viral success.

Snickers’ Broader Market Appeal

Historically, Snickers targeted a young male audience, but the brand recognized the need to expand its reach. The “You’re not you when you’re hungry” campaign successfully shifted its target demographic, appealing to a broader market by showcasing the universal struggle with hunger. This shift in strategy meant that Snickers had to diversify its media channels, ensuring that the campaign reached everyone—from TV viewers to social media users.

Key Takeaways for Marketers

Snickers’ journey offers valuable insights from marketers everywhere. Here are some key lessons from their successful campaign:

·       Identify pain points – Understand the challenges your audience faces and position your product as a solution.

·       Leverage humour – Use comedy to create relatable content that resonates with your audience’s experiences.

·       Utilise Celebrity Power: Partner with well-known figures to tap into their fan base and enhance your brand’s visibility.

·       Adapt and Evolve: Don’t be afraid to shift your target audience and media strategies to remain relevant in an ever-changing market.

Conclusion

Snickers has managed to turn the challenges of a declining market share into a sweet success story. The “You’re not you when you’re hungry” campaign revitalized the brand and created a cultural touchstone that resonates with people of all ages. With a perfect blend of humour, relatable scenarios, and clever celebrity endorsements, Snickers has solidified its place in the snack aisle as a brand that understands its consumers – hunger-induced quirks and all. So next time you find yourself getting a bit hangry, remember it's not you it’s just your stomach calling for a Snickers!